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An Verhulst-Santos
AN VERHULST-SANTOS
General Manager of L’Oréal Professional Products Division

CareerOn January 1, 2011, An Verhulst-Santos was appointed General Manager of L’Oréal’s Professional Products Division. Having dedicated her international career to Professional Products, Ms. Verhulst-Santos brings energy, passion and remarkable expertise to the Division.

Ms. Verhulst-Santos joined the Group 20 years ago in marketing with L'Oréal Professional Products in Belgium, where she became Marketing Director of L'Oréal Professionnel. She moved to Paris in 1998 to take the position of Marketing Director of the Europe zone and was appointed General Manager of the Professional Products Division in Holland in 2000.

In 2005, Ms. Verhulst-Santos became General Manager of Professional Products Division in Brazil, where she achieved spectacular results – doubling sales in four years in a country where market share was already high. This success was achieved thanks to a targeted multi-brand strategy, the invention of the “products-services” concept, and the development of a complementary circuit of distribution partners. She also launched the “Hairdressers against AIDS” operation, which has since become a worldwide benchmark for the Division.

From 2009 onward, Ms. Verhulst-Santos was General Manager of the Professional Products Division in the USA, where she implemented several major projects, including recent launch of INOA and the roll-out of Salon Centric throughout America.

Originally from Belgium, Ms. Verhulst-Santos earned her Bachelor Degree in Commercial Engineering from the Solvay Brussels School of Economics and Management at the University of Brussels and a Master's Degree in Fashion Management from the Institut Français de la Mode in Paris.

Of her new role, Ms. Verhulst-Santos comments: “When I was offered this exceptional position, I felt honoured; to me it is not just a job, but rather a mission, and an enormous opportunity to contribute to the development of an industry about which I am passionate.

Throughout my career, I have had the chance to discover many countries and cultures, leading me to think about beauty in all its diversity. My goal is to encourage individuals to discover the pleasure, efficiency and expertise of professional salons, and to drive forward new approaches within the professional beauty industry.”