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L'Oreal USA's Professional Products Divsion promotes An Verhulst-Santos, Pat Parenty


An Verhulst-Santos, president of the Professional Products Division (PPD), L’Oréal USA, has been promoted to managing director, L’Oréal PPD Worldwide, effective January 1, 2011. Pat Parenty, formerly brand president of L’Oréal USA’s PPD, will succeed Ms. Verhulst-Santos, effective October 2010 and will report directly to Frédéric Rozé, president and CEO of L’Oréal USA.
Pat Parenty


Ms. Verhulst-Santos began her career nearly 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 GM of the Professional Products Division in Holland in 2000. In 2004, she became GM of Professional Products Division in Brazil, and four years later was promoted to her current position.

Pat Parenty was appointed Brand President of L’Oréal USA’s PPD, in February 2009. In this position, he was responsible for overseeing all PPD  brands including L’Oréal Professionnel, Kérastase, Logics, Matrix, Mizani, Pureology, Redken , Shu Uemura Art of Hair and Essie. 

Mr. Parenty joined L’Oréal USA in 1997 as VP of sales for Redken and shortly thereafter was promoted to senior VP/GM. Throughout his tenure at Redken, Mr. Parenty demonstrated strategic leadership qualities and a strong understanding of the professional products industry. Mr. Parenty succeeded in delivering Redken results ahead of the market with innovative added-value products and services. With his entrepreneurial approach, Redken became recognized for its top position in the industry. In 2007, Mr. Parenty assumed additional responsibility for Pureology and subsequently managed the integration of that brand into Redken while achieving valuable chain distribution and development of the education and merchandising platform for future market share growth.

“With her insight, expertise and ability to lead, An expanded the impact of PPD within the U.S.,” said Frédéric Rozé. “Additionally, under her guidance, the Division has continued the strategic implementation of SalonCentric through distributor acquisitions which has further driven our success in the industry.” Mr. Rozé went on to say, “Pat has fostered a customer and employee-centric culture within PPD that has resulted in the continued growth and success of our business while contributing to the development and leadership of his team. That makes him an ideal successor for this important position and I am confident that he will use his extensive knowledge to continue to build our professional salon brands in the U.S.”

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