NEW YORK — Revlon Inc. says it has hired Benjamin Karsch as executive vice president, chief marketing officer at Revlon Consumer, where he will lead global brand marketing, product development, consumer engagement and public relations for the cosmetics maker.

Revlon Inc. says it has hired Benjamin Karsch as executive vice president, chief marketing officer at Revlon Consumer, where he will lead global brand marketing, product development, consumer engagement and public relations for the cosmetics maker.

Karsch was recruited from Cigna Corp., where as chief marketing officer he helped guide the health insurer’s rebranding as a more consumer-centric company. Karsch also helped build Cigna’s digital, mobile, marketing analytics and customer insights capabilities.

"In our extensive search, we wanted someone who could passionately inspire a deeper engagement with our brands, our consumers and the strategy of value creation of our company," says Lorenzo Delpani, Revlon’s president and chief executive officer. "We are excited to have found these leadership qualities in Benjy, who is an important addition toward fully realizing our vision of  ‘Love is On’ and our mission to offer better beauty solutions to our consumers."

Delpani, who joined Revlon in late 2013, had earlier brought in new operating and financial chiefs as he seeks to rekindle growth. Revlon in November launched the Love is On marketing campaign to enhance its brand recognition as it competes with cosmetics rivals such as L’Oréal Co. and Estée Lauder Cos.

Revlon makes Revlon and Almay makeup, Revlon ColorSilk hair dye and other beauty products.

Karsch has brand management experience at consumer packaged good suppliers Procter & Gamble Co. and Johnson & Johnson. He handled CPG clients while at consulting company McKinsey & Co., and he led global marketing efforts at casino operator Las Vegas Sands Corp.

Karsch earned a bachelor of science in economics from the University of Pennsylvania.

"After watching Revlon’s transformation and the many achievements Lorenzo Delpani and his management team have led during this past year, I am thrilled for the opportunity to join them," says Karsch.

Revlon sells its beauty products in about 100 countries. About half of its sales are in the United States, mostly through such mass market retailers as Walmart, Target Corp. and Walgreens Boots Alliance Inc.