Estée Lauder Companies (ELC) is reportedly bolstering its fragrance portfolio in North America by establishing a new Fragrance Cluster in the market.
The reported initiative is said to consolidate and streamline ELC’s owned perfume brand portfolio in the US under a single umbrella.
This will be spearheaded by newly appointed SVP Vérane de Marffy, according to a report by WWD.
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Marffy will also serve as GM of Fragrances, North America, and is tasked with driving perfume growth for ELC, directly managing the Kilian Paris and Editions de Parfums Frédéric Malle brands.
Before joining ELC, Marffy most recently served as Chief Marketing Officer, USA, at Scottish scotch distillery William Grant & Sons.
Prior to this, she held a 22-year career at French beauty giant L'Oréal, including roles as Global Deputy GM, Ralph Lauren Fragrances, GM Lifestyle and Collection Fragrances, and Senior VP Marketing, Lancôme.
“Fragrance continues to be the belle of the ball,” said Tara Simon, ELC President for the Americas, in a statement seen by WWD.
“It is a fast-growing category and attracting new and younger consumers at a clip.
“It is also bringing a new level of fun and creativity, with consumers embracing scent layering, investing in entire scent wardrobes, and trying and buying minis and other new formats.
“The fragrance fervour is directly lifting ELC brands, and as a company, we have invested to meet the demand in innovation, creative and marketing, our retail presence, and also, talent.
“It is the right moment to unify our portfolio under a single cluster and leader.
“We are so pleased to have Vérane with us to lead an already deep bench across our fragrance brands.”
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