Leonardo Chavez, New Matrix Global VP & General Manager

Matrix announces Leonardo Chavez as the new Vice President and General Manager, Matrix DMI, continuing an impressive, 10 year track record with L’Oreal. Among his most notable accomplishments has been his contribution to the turnaround of the Maybelline brand, helping to elevate it to international powerhouse status.  

Born and raised in Mexico City, Mr. Chavez moved to New York to earn his Marketing MBA at New York University’s prestigious Stern School.  Before graduating, he was recruited by L’Oreal, joining the company as a marketing assistant with the Maybelline division in 2000. Over the next 10 years, he held positions of increasing responsibility with Maybelline, Maybelline DMI and Lancôme, rising to the position of Senior Vice President of Marketing for Maybelline DMI, and then appointed Senior Vice President Marketing for L’Oreal Corporate. His oversight of the development and marketing strategies for Maybelline’s Volum Express mascaras, Color Sensational lip colors and Eye Studio eye shadows, domestically and internationally, contributed to the brand’s significant transformation during his tenure.  

In his newest role, Mr. Chavez is charged with leading the global expansion of the Matrix professional hair care brand, with specific focus on the emerging markets of China, Brazil, Russia and other Asian nations.  His proven success in brand turnaround and brand elevation, along with his varied experience in all aspects of beauty at Maybelline and Lancôme—including product innovation; marketing, retail and promotional strategy and operations—arm him with the skill set required to achieve his goal.

“Matrix is a strong American Brand with a clear sense of purpose.  It stands for accessible innovation and education principles that are smart, straightforward and competitive, “Mr. Chavez comments.  “Now we have the opportunity to elevate and expand the brand by leveraging its accessibility, creativity and innovation; I’m very excited about the prospects ahead and about putting the experience I’ve gained in L’Oreal’s CPD, LPD and corporate divisions to work for the Matrix brand.”


Image courtesy of Matrix.

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