Estee Lauder's Aveda segment hires VP, Global Comm.
Aveda, a provider of salon and skin products and beauty education, announced the appointment of Christopher Werle to the role of vice president of global communications, effective March 1, according to the company
Werle most recently served as executive vice president of consumer practice for Weber Shandwick. There, he provided strategic counsel, brand marketing and communications expertise to a group of highly-recognizable brands like Coca-Cola, Microsoft, TiVo, Sprint and Best Buy.
Prior to Weber Shandwick, Werle served as group marketing manager of the Games Division and Home & Retail Division at Microsoft Corporation, leading marketing and communications in online, offline and retail environments.
Blaine, Minn.-based Aveda Corporation manufactures and distributes high-end cosmetics, skin care, perfume and hair care products that use natural, plant-derived ingredients. Aveda is part of Estee Lauder Companies, and also offers training courses in both cosmetology and esthiology.
Werle will be developing, overseeing and implementing communications strategies
for the Aveda
“Aveda is thrilled to have Chris Werle on our team,” Aveda’s Global Brand President Dominique Conseil said in a statement. “Chris is a masterful communications executive with the winning combination of strategic thinking, extensive high level professional experience and a heartfelt commitment to corporate social responsibility.”
Estee Lauder acquired Aveda on Nov. 19 for $300 million in cash. Chairman and Founder of Aveda Horst Rechelbacher said in a company release that this purchase puts Aveda in a unique position to expand its presence in the United States and internationally.
“Since founding the company nearly 20 years ago, we have been committed to bringing the Aveda philosophy to as many consumers as possible,” Rechelbacher said. “We believe that the Estee Lauder Companies’ strong heritage of quality, innovation and service, as well as its huge international presence, will be a great asset as we fulfill our plans for growth.”
Estee Lauder Spokesperson Marianne Diorio told WinmoEdge that any marketing-related questions about Aveda’s new global communications executive cannot be answered at this time.
“The piece of information that is probably the most pertinent is the announcement of his hire,” she said. “His focus is communications. There are other marketing people – Aveda has a very professional marketing team that’s really excellent.”
Our source said that right now Werle’s sole focus is communication, but added that this may change once he’s had a chance to get his feet wet. Diorio also said that Estee Lauder encourages its brands to do what’s right for the brand as far as marketing and strategic partnerships go.
According to The List database, Aveda handles its media buying and planning in-house.
The Nielsen Company reported that Aveda spent about $5.8 million on advertising in 2008. About $5.2 million was spent on national magazine ads, about $200,000 was spent on outdoor ads and about $130,000 was spent on spot television ads.
4000 Pheasant Ridge Drive
Blaine, MN 55449
Vice President, Global Communications Aveda