Builders

2012
Dominique DeCelles

L’Oréal Canada


As Senior Vice-President of L’Oréal Canada’s Active Cosmetic Division, Dominique De Celles heads Canada’s leading Dermo-Cosmetic brands: Laboratoires Vichy, Laboratoire Dermatologique La Roche-Posay and SkinCeuticals.

Mrs. DeCelles is originally from Ottawa and is an alumna of the University of Ottawa's School of Management (BCom '83). She also holds a diploma in business from L'École Supérieure de Commerce de Paris (ESCP).
Mrs. De Celles joined L`Oréal Canada in 1985 as a Marketing Assistant. She has since worked in numerous marketing roles within both the Consumers and Luxury Products Divisions. Since 2009, Mrs. De Celles assumes the role of Senior Vice-President for the Active Cosmetic Division.

Throughout her career, Mrs. De Celles had many recognitions such as “2003 Marketer of the Year” Award (Strategy Magazine). Since 2007 Mrs. De Celles Chairs the Board of Directors of the Association of Canadian Advertisers (ACA).

With most of the creative coming from abroad, Dominique was forced to get innovative to ensure that the brand stood out in the highly competitive and cluttered beauty category. Some of her biggest coups have been the tie-in with Canadian Idol and landing L'Oréal Paris the title sponsor of the L'Oréal Fashion Week in Toronto. These initiatives have allowed the brand to become the undisputed leader of its category in Canada both from a market share and marketing innovation standpoints. Dominique was also one of the first marketers in the beauty industry to venture into sponsorship opportunities with a fully integrated approach. This is well illustrated by the 360 approach to the sponsorship of Project Runway and its culmination in L’Oréal Fashion Week, with customized in-store activations, blogs while leveraging all of the print and digital assets of the company and media vendors. This allowed the brand to gain massive awareness while communicating its values and positioning in a relevant, engaging and aspirational way. This initiative was instrumental in making L'Oréal Paris the leading beauty brand in Canada.

More recently, Dominique has collaborated with some of the major retailers in Canada for the redesign of their Cosmetic environment. By contributing to redefine the beauty universe in pharmacies, she has taken part in enhancing the shopping experience of customers which has generated substantial revenue increases in these store locations.

Dominique is an active fundraiser for the annual Weekend to End Women’s Cancers.

Dominique DeCelles - MHOL 2012 Builder

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