Pure Beauty

Benefit Cosmetics appoints Ed Forrest EVP of travel retail

By Sarah Parsons | Published: 11-May-2017

He has worked for the brand for 12 years and is attributed to launching the company in China

Benefit Cosmetics appoints Ed Forrest EVP of travel retail

Benefit Cosmetics has appointed Ed Forrest as Executive Vice President of worldwide travel retail (TR), effective immediately.

Forrest was promoted to the position after serving at Benefit Cosmetics for 12 years, most recently as Regional Director of Asia Pacific for four years.

During Forrest’s time as Regional Director for China and South East Asia, he built the brand into a $100m business in five years.

He also established the brand in department stores, Sephora, e-commerce, TR and brand boutiques.

In Forrest's new role, he is responsible for setting the global TR strategy, driving core company priorities, managing global accounts and ensuring brand DNA is properly expressed in the channel.

Forrest will be based in Hong Kong, where he has also been tasked with setting up a new global TR team.

He has been replaced by Jacques Gouallou as Regional Director Asia Pacific, based in Singapore, who was previously South Asia and Oceania Regional Manager for the brand.

Prior to joining Benefit Cosmetics, Forrest worked at Christian Dior Parfums for just under ten years. His roles included Regional Director of Americas and then Asia Pacific.

Forrest told Cosmetic Business he was “delighted” about the new role.

“We have incredible potential to grow the brand in TR after successfully establishing Benefit in most domestic markets in the world,” he said.

“Our main goal is to raise eyebrows in every airport in the world.”

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