The France-based company says the appointment reflects the growing importance of private label brands in the current market, and also demonstrates the fact that private labels brands can no longer adopt the ‘me too’ attitude that has traditionally characterised this category.
To stress the importance of the appointment Maesa says it has set up a structure for its creative department that aims to ‘inject a creative thrust’ into the development of innovative and forward thinking personal care products.
Houlsby has over 20 years experience in the industry, working with some of the biggest beauty brands, including Chanel, Estee Lauder, and Versace.
Success in UK spells promotion to Europe
He joined the Maesa group in 2002, when he was charged with developing and creating the company’s British subsidiary, a mission that the company said has been so successful, he has now been asked to extend his responsibilities to cover the whole of the European market.
Houlsby says that he has been appointed on the strength of both his industry-leading creative abilities, combined with his exceptional management skills.
In particular, Houlsby’s skills in the area of innovation have been underlined by the establishment of an innovation unit this year, which has already become a hub from which to determine the key trends that are driving the contract manufacturing category.
Masea launches private label brand for Auchan
Most recent Masea launched a private label bodycare range for French supermarket chain Auchan.
The company says the range, which is exclusive to Auchan’s 119 stores and retails at under €5, illustrates the value solutions it can offer retailers in a recession.
The company also recently acquired fellow contract manufacturer Zorbit Resources in the US, significantly strengthening its presence across the Atlantic.
With sales revenue of $45m in 2008, Zorbit will take Maesa several steps closer to achieving its goal of a $100m turnover by 2010.