Patrice Louvet, vice president of Global Hair Colorants for Procter & Gamble Co., has been named vice president, future strategy and growth, of Global Prestige Products.

Louvet will move from Stamford, Conn., to Geneva for the newly created role and will report to Hartwig Langer, president, Global Prestige Products.

Louvet will be succeeded by Alex Sabbag, currently marketing director for Pantene, hair colorants, Herbal Essences and conditioner for the Central and Eastern Europe, Middle East and Africa Hair Care Global Business unit. Sabbag's new title will be general manager, Global Colorants Brand Franchise Leader. The changes will take effect July 2008.

— Andrea Nagel

Estée Lauder Goes Virtual

The Estée Lauder Cos. is aiming to raise fragrance sales by promoting the category in a virtual universe.

The beauty giant has teamed up with Facebook to tout its products in SuperPoke, a program on the social networking site. "Poking" is said to be one of the most viral activities on Facebook, with a reported 15 million users and an average 100 pokes per second.

This week, Facebook added a number of new virtual activities — which range from blowing kisses to throwing Easter eggs — to its lineup, and that's where Lauder comes in. A new "send message in a bottle" allows users to remind others that Mother's Day is imminent — and puts forth a list of Lauder-owned fragrances, such as DKNY Be Delicious, Tommy Hilfiger Dreaming and Island Michael Kors Capri, along with coupon codes and special gift offers. P&G, Fekkai Look to Future

Craig Bahner, Procter & Gamble's vice president and general manager for North American hair care, seems excited about the upmarket possibilities presented by the latest addition to his stable, Frédéric Fekkai.

On Thursday, the day P&G closed the previously announced acquisition, Bahner sketched out some thoughts on how Fekkai will fit into Bahner's flotilla, consisting of a collection of professional and mass market retail brands. "We have a strong presence in retail hair care," he said, "and a strong presence in professional. But we didn't really have a presence in the prestige segment."