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Milani names exec team, outlines 2014 business plan
February 11th, 2014
LOS ANGELES – Milani Cosmetics has announced a new executive team and gave a peek at its marketing and new products plans for 2014.
Milani said Tuesday that chief executive officer Ralph Bijou and president Laurie Minc conducted a "painstaking and rigorous interview process" in appointing executives to take leadership roles at the beauty care company.
Rhonda Baron has been named vice president of sales and business development and will oversee the next phase of Milani's sales growth in the United States and internationally. Mona Monaghan-Kelliher has been tabbed as chief marketing officer, responsible for the domestic and global marketing strategies, brand positioning, new product development, advertising, digital marketing, social media, customer insights, creative and sales.
Overseeing the financial growth of Milani is Gina Hagen, who has been appointed chief financial officer. And leading Milani's product innovation efforts is Cindy Cirlin as senior vice president of product development.
Surawati (Lia) Tirta joins Milani as vice president of regulatory, coming to the company from OPI Products.
"This dynamic and unique group of industry leaders is the key to strengthening our core business and preparing us for growth through strategic initiatives and product innovation," Bijou commented. "Each member of our senior team brings value to the company through the synergy of multifaceted talents and expertise from marketing to financial growth to product innovation and development."
Milani noted that it recently completed two extensive market research studies that are being used in developing its marketing strategies. Plans call for the cosmetics maker to kick off the spring season with widespread print advertising, digital and social initiatives, promotional activities at retail, a revamped website and a public relations campaign across multiple media channels.
And this month, Milani introduced this month a portfolio of cosmetics, including problem-solving lip and brow beauty essentials. In the second half of the year, the company plans to launch what it calls two "game-changing products" in the nail and eye categories. Each collection combines quality formulations and patented technology with "daring" color palettes, according to Milani.
Milani cosmetics are currently available at all CVS/pharmacy and Kmart stores and select Walgreens and Walmart stores. The beauty company added that it has "aggressive plans to expand exponentially" in both domestic and international markets in 2014.