The Estée Lauder Companies (ELC) has appointed beauty veteran Gaétane Baudry (pictured) as Senior VP/Global General Manager for Bobbi Brown Cosmetics, effective 8 October.
The executive will be responsible for developing the global strategy, innovation and consumer engagement for the ELC-owned heritage make-up brand to accelerate its next era of growth.
She will work to sharpen the “brand’s expression, enhancing its relevance across markets and creating compelling experiences for today’s consumers,” read an ELC company statement.
Baudry will be based in New York, US, and report to Lisa Sequino, ELC’s President, Global Makeup Brands.
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“Gaétane is an inspiring and highly collaborative leader who brings experience, energy and a strong focus on execution,” said Sequino.
“Her global brand-building record, strong commercial leadership and passion for creating meaningful consumer experiences will be invaluable as Bobbi Brown [Cosmetics] builds on its unique brand equity focused on effortless natural beauty, while accelerating its digital evolution, moving into new channels and deepening its ability to connect with women around the world.
“I am excited to welcome her to ELC and look forward to all that Gaétane and the… team will accomplish together.”
Gaétane has more than two decades of experience building beauty brands and driving growth across international markets.
She most recently served as Global Brand President of Shu Uemura at L’Oréal Luxe, where she oversaw marketing, communications, retail, e-commerce, education and business development activities.
Under her leadership, Shu Uemura strengthened its cultural relevance and advanced its retail and omnichannel experience, achieving a top position among make-up artist brands in Asia.
She has also held senior leadership roles at Armani Beauty, Helena Rubinstein and Lancôme.
Bobbi Brown Cosmetics has been working hard as a legacy player to reach more beauty customers where they are.
The make-up company expanded its digital retail footprint in the US in December by launching on Amazon’s US Premium Beauty Store.
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