Advertising Industry
Industry: Email Alert RSS FeedKent heads high-profile P&G foray; Reflect.com executive leads bid for mass customization and profit.(Brief Article)
Advertising Age, November, 2000 by neff, jack
How much would a woman pay for a customized beauty care regimen with her own name on every bottle? Procter & Gamble Co., its partner Institutional Venture Partners and former Hasbro executive Virginia "Ginger" Kent are wagering more than $80 million that the answer is "plenty."
Ms. Kent, 45, who made the leap from president of Hasbro's U.S. toy business in December to become president-CEO of Reflect.com, is leading P&G's highest-profile foray into e-commerce to date and a staff of about two dozen former P&Gers combined with dot-com veterans from Amazon.com and elsewhere.
Her mission: Not only to turn heads to P&G's foray into mass customization, but also to turn a profit. While she won't provide financial details and the site clearly hasn't reached...
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