Vice President of Integrated Consumer Communications
L’Oréal Paris USA
Kristen Comings, Vice President of Integrated Consumer Communications for L’Oréal Paris, sets the vision for consumer marketing and strategy for world’s largest global beauty brand. She is responsible for leading and orchestrating results-driven campaigns across the brand’s strategic pillars, philanthropy and core business categories – cosmetics, skincare, hair color and hair care. As steward of one of the world’s most iconic brands, Kristen is the arbiter of integration between owned, earned and paid content. She ensures executional excellence across all areas, serves as General Manager’s marketing liaison, owns agency relationships, maximizes partnerships, develops talent and builds bridges and best practices with CMO Team. Her work is lauded across the portfolio and demonstrated through award-winning campaigns, first-to-market launches, innovative partnerships, social-first driven activations and new digital technology.
Kristen’s leadership pioneered the formation of a revolutionary new group at L’Oréal Paris, the Integrated Consumer Communications team, the largest integrated marketing group within all of L’Oréal USA. Kristen manages a team of 30 industry-leading professionals with a purview that includes media strategy and execution, management of media investments, content strategy and execution, digital platforms, influencer and consumer engagement, customer relationship marketing and loyalty programs, partnerships, events and promotions. With her oversight, the Integrated Consumer Communications team will serve as the connectors who will work in partnership with marketing and product development to drive dynamic, consumer-centric campaigns for the brand.
During her time at L’Oréal Paris, Kristen has built and led programs resulting in record-breaking impressions, industry recognition and ultimately, business growth. Her legacy includes the launch of L’Oréal Paris signature philanthropic program, Women of Worth in 2005, an award-winning philanthropic initiative recognizing every day women giving back to their communities. She also is credited with the creation of Rent the Runway’s first-ever beauty partnership, a multi-season sponsorship deal with Project Runway and the introduction of Destination Beauty, one of the industry’s first beauty channels on YouTube.
Throughout her 17-year career in beauty, Kristen has provided strategic oversight and day-to-day management of media plans, investment and advertising development at some of the world’s top advertising and media agencies. Prior to joining L’Oréal in 2005, she worked at Grey Advertising as Vice President, Management Supervisor on the CoverGirl account.
Kristen graduated with a Bachelor of Arts from Mount Holyoke College. She lives in New York City with her husband Brian and her daughter Vivienne. She is actively involved in the digital media industry and currently serves on the advisory board for both the VidCon and STREAM conferences.