Coty has appointed Kara Langan as general manager of its U.S. Consumer Beauty business as it restores marketing support behind CoverGirl and Sally Hansen and rebalances spending across creators and traditional advertising.

Langan starts October 13. Her arrival follows that of Vanessa Kidd, who joined as executive vice president of Lifestyle Scenting Global Brands and New Product Development. Together, the appointments support a broader effort to revive Coty's mass-market makeup and fragrance businesses.

In an interview with Glossy, Gordon von Bretten, Coty's president of Consumer Beauty, described a business that had swung between marketing approaches while leaving some established brands short of support.

The leadership changes signal where Coty is directing its attention next: rebuilding sustained investment behind its mass-market labels rather than cycling through marketing strategies. How Langan reallocates spending between creators and traditional advertising will shape the recovery of CoverGirl and Sally Hansen in the competitive U.S. mass channel.