Shiseido poaches new Senior VP from Coty

Serena Giovi will move from Coty to head up the Shiseido-owned Buxom colour cosmetics brand

Serena Giovi

Shiseido has poached Serena Giovi from Coty. Giovi has been appointed as Senior Vice President of the global Buxom cosmetics brand, owned by Shiseido.

Giovi was formerly Senior Vice President of Marketing of Mass Beauty at Coty. In her new role, Giovi will lead the Buxom brand in Shiseido’s Global Makeup Center of Excellence incubator for emerging brands.

She will be responsible for leading creative, marketing, retail development and direct-to-consumer operations for Buxom globally.

Giovi will report into Jill Scalamandre. “Serena is a welcome addition to the Shiseido family as we continue to build our regional resources and capitalize on the strengths of our Global Centers of Excellence.

“She is a highly respected industry executive who brings beauty experience across a diverse portfolio of brands, business models and distribution channels.Her expertise will greatly benefit the Makeup Center of Excellence and we look forward to leveraging her many talents as we continue to grow the Buxom brand.”

Giovi’s next move builds on the 15 years she has already spent in the beauty industry. Prior to Coty, Giovi worked as Chief Marketing Officer at Patriarch Partners in the beauty division, where she worked across three beauty brands spearheading strategic planning and the implementation of targeted programmes.

In addition to this, Giovi has experience working at companies including L’Oréal USA’s Maybelline, Ralph Lauren and Biotherm.

Buxom Cosmetics is a colour cosmetics brand that goes by the tagline: ‘Live Life Vividly.’ It sells a variety of products for lips, eyes and face. Products are stocked via Sephora and Ulta in the US.

There is also a limited distribution through Bare Escentuals, which is also owned by Shiseido.

For the holiday period, Buxom is selling a selection of gift packages including the 6° Below Sexy plumping six-piece mini lip polish collection and the Frozen Assets 8-piece mini bold gel lipstick collection.