Parfums Christian Dior, the French cosmetics group owned by Louis
Vuitton Moet Hennessy, is losing UK marketing director Diane Miles to
the US, as part of a global reshuffle.
From December 2, Miles becomes vice-president, marketing, for the US
market. She will report to Bernard Potier, Dior’s international managing
director, who takes over as head of Dior’s US subsidiary.
Meanwhile, Renato Semerari has joined Parfums Christian Dior as
international marketing director, replacing Thierry Dugny, who becomes
The UK and Ireland division, which last month appointed Nicolas Cordier
as managing director, has promoted Emmanuel de Mareuil, currently
marketing group product manager for fragrances, to marketing director,
to replace Miles.
He reports to Cordier, a former regional business development director,
who has been brought in to spearhead the launch of Dior’s new fragrance,
J’Adore. Cordier previously looked after Canada and Western Europe for
Dior, as regional business development director.
Dior has also hired a sales director, Graham Mellor, who was previously
national sales manager at Clinique UK.
The marketing task will immediately involve ongoing promotions for
J’Adore, the company’s main fragrance launch this year, in the key
Dior’s goal is for the brand to become one of the top ten global
fragrances by the end of 2000.
Its other fragrance brands include Hypnotic, Poison, Dune and
The company also makes cosmetics and skincare products.
In the UK, Initiative Media handles Dior’s pounds 1.5m media spend, with
advertising created at Dior’s Paris headquarters. Euro RSCG Direct
handles Dior’s database and free gift marketing.
As well as Parfums Christian Dior, Louis Vuitton Moet Hennessy’s beauty
empire includes Parfums Givenchy, Parfums Kenzo and Guerlain.