L'Oreal Tabs Hamilton for Deputy Post

Brandweek, May 8, 2000 by Christine Bittar

It's not typical when an executive devotes 11 to 12 hours a day to the workplace and still feels like she "has a life." But Carol Hamilton, the new deputy general manager for Cosmair's L'Oreal retail division, is so organized and on top of her game that hours that would be overwhelming to anyone else leave her enough time to enjoy personal life as well, something that's critical for her.

With that kind of work ethic, plus 25 years in the beauty business (the last 16 of those years at L'Oreal), Hamilton would surely seem to be a likely choice to move into the deputy general position. In her previous job at L'Oreal as svp of marketing, Hamilton was in charge of sales strategies, working with counterparts in France on global programs and developing new brands.

Under Hamilton's auspices some of L'Oreal's most brilliant strategies have come to fruition, like resurrecting the successful "I'm worth it" theme.

"The 'I'm worth it' campaign is perfect across the board for our product line," says Hamilton. "It's what L'Oreal embodies and we've stretched it into the kids, tweens and men's product lines too."

Another accomplishment was the launch of L'Oreal Kids' haircare (making L'Oreal the first major manufacturer to launch a successful shampoo line for tweens), and the introduction of the funkier Feria hair dyes.

Now also involved in media, finance and manufacturing, Hamilton is looking to expand the demographic groups that L'Oreal targets, with one of her biggest goals being to grow L'Oreal into the top-selling beautycare brand worldwide.