Beauty Insider asked the industry who they think will help boost mass beauty in 2012, seeing that the category¹s sales only grew 4% in 2011 versus prestige’s 11% jump. Interestingly, the marketers you said might matter most reflect a mix of new and veteran executives to their respective brands. Nivea¹s Magnus Jonnson, for example, was tapped as Vice President of Marketing, Nivea, in 2011, as was Kevin Crociata at Pantene, and Julie Marchant-Houle, who moved from P&G’s Hair Colorants to Almay in October. Meanwhile, Stephanie Guggenheim at Neutrogena, Lily DeStefano at Avon and Carolyn Holba at L¹Oreal USA have been engaged with their brands for years. It will be interesting to see how each will navigate the biggest brands in beauty, and whether mass can come closer to prestige¹s success story.

1. Carolyn Holba, Senior Vice President, U.S. Marketing, Maybelline New York* Garnier *Essie
2. Kevin Crociata, Marketing Director of North American Hair, Procter & Gamble
3. Magnus Jonsson, Vice President of Marketing, Nivea
4. Lily DeStefano, Avon’s Vice President of Marketing, North America Beauty
5. Julie Marchant-Houle, Vice President Marketing and Global Portfolio Leader, Almay
6. Stephanie Guggenheim, Group Brand Director, Neutrogena