Shi­seido Names Jill Scala­man­dre Pres­i­dent of Bare Es­cen­tu­als

Scala­man­dre is also the pres­i­dent of Shi­seido’s Global Makeup Cen­ter for Ex­cel­lence.

WWD Digital Daily - - News - BY ALEXA TIETJEN

Jill Scala­man­dre is ex­pand­ing her role at Shi­seido. To­day, the com­pany named her as pres­i­dent of Bare Es­cen­tu­als, over­see­ing the BareMin­er­als and Buxom brands — a po­si­tion she will take on in ad­di­tion to her du­ties as pres­i­dent of Shi­seido’s Global Makeup Cen­ter for Ex­cel­lence.

Scala­man­dre suc­ceeds Su­san Jure­vics, who joined Shi­seido as pres­i­dent of Bare Es­cen­tu­als al­most one year ago. Jure­vics was pre­vi­ously the ceo and board di­rec­tor of Pot­ter­more, J.K. Rowl­ing’s dig­i­tal news com­pany.

Scala­man­dre’s ap­point­ment comes dur­ing a chal­leng­ing time for Bare Es­cen­tu­als, which has strug­gled since Shi­seido ac­quired it in 2010. In Novem­ber, Shi­seido an­nounced that it would close about 100 BareMin­er­als com­pany-owned stores in the U.S. and in Fe­bru­ary, it posted nearly a 30 per­cent drop in an­nual profit due in large part to the la­bor­ing of the Bare Es­cen­tu­als brand.

The com­pany re­mains com­mit­ted to a turn­around.

“BareMin­er­als and Buxom are fun­da­men­tal parts of the Shi­seido Group port­fo­lio and Shi­seido Amer­i­cas,” said Marc Rey, pres­i­dent and ceo of Shi­seido Amer­i­cas. “While there have been chal­lenges to the BareMin­er­als busi­ness, in view of the re­cent promis­ing re­sults on both brands, I am ex­tremely con­fi­dent we have the best team in place to drive growth and build on the unique DNA of these brands. With Jill at the helm and the tremen­dously tal­ented team in place, we are ab­so­lutely ready as ever to put BareMin­er­als and Buxom back on the path to­ward ex­cel­lence.”

In a state­ment, Scala­man­dre, who joined Shi­seido in 2016, said she plans to in­crease Bare Es­cen­tu­als’ growth and con­sumer en­gage­ment on a global scale.

“We’ve made sig­nif­i­cant head­way on a num­ber of im­por­tant ini­tia­tives, in­clud­ing sharp­en­ing the brand strat­egy, po­si­tion­ing, sto­ry­telling, and 360 de­gree ac­ti­va­tion which will be rolled out in early fall,” she said. “I am com­mit­ted to build­ing on this mo­men­tum to max­i­mize BareMin­er­als and Buxom’s suc­cess in beauty in a way that is both fresh and in­no­va­tive yet true to the es­sen­tial, gen­uine and en­dur­ing strength of their orig­i­nal roots.”

Shi­seido is po­si­tion­ing it­self for fu­ture growth. Last year, the com­pany ac­quired MatchCo., a Cal­i­for­nia start-up pro­vid­ing dig­i­tal tech­nol­ogy that al­lows women to ac­cu­rately iden­tify the proper shade of makeup foun­da­tion, and se­lected BareMin­er­als as the brand to de­but the tech­nol­ogy. In March, pres­i­dent and chief ex­ec­u­tive of­fi­cer Masahiko Uotani un­veiled a three­year plan to make Shi­seido the most trusted com­pany in beauty. Part of the plan in­volves an in­creased fo­cus on pres­tige brands and name­sake brands, in­clud­ing BareMin­er­als.

Jill Scala­man­dre

Newspapers in English

Newspapers from USA

© PressReader. All rights reserved.