Previously, Parfums Christian Dior announced that Alexis Barichella was appointed as international communications director, with appointments due January 4.
360 cosmetics network found that LVMH Louis Vuitton Group, including Dior, has experienced major personnel changes in many international cosmetics companies since 2022, and coach changes, new duties, resignations, retirements, etc. have instantly become hot keywords of the year.
In this regard, the editor has sorted out the following 3 representative events to see what new ideas their coach change process reflects.
Dior: The new international PR director is coming soon
In July 2022, Jérôme Pulis, Dior's former international communications director for fragrances and beauty, announced his departure, and more recently, it was rumored that Alexis Barichella will take up the position next January.
Looking back, the previous director has achieved a very good job during his tenure, and since 2006, he has put a lot of effort into brand communication, including the launch of the pop-up beauty salon suite at the Cannes Film Festival, and the provision of Dior products and services including makeup, skincare, styling and more for celebrities.
Alexis Barichella's resume is quite rich, the biggest highlight is that he served as a senior vice president of fashion public relations firm Karla Otto. He is also said to have served in Maison Alaïa, Yves Salomon, Gucci, Lucien-Pellat Finet and Louis Vuitton.
As we all know, Dior is a Parisian brand founded in 1946, which is used in the fields of perfume, makeup, skin care, fashion, jewelry and watches. Among them, perfumes are mainly for men and women, classic types, makeup series include base makeup, eye makeup, lip makeup, nail polish, etc., skin care includes toners, essences, lotions, masks, cleansers, etc., the overall category is quite complete.
Shiseido: Organizational structure and personnel have been adjusted
In December 2022, the Shiseido Group announced that it would make changes to its organizational structure and personnel, including the establishment of seven new departments and the dissolution of six old departments.
It is understood that the above organizational structure adjustment is mainly manifested as follows: in terms of global brands, Shiseido has newly established the Product Development Department, Marketing & Communication Development Department, Brand Strategy & Business Development Department, and abolished the Marketing Department, Business Excellence Department, and Communication Excellence Department; At the R&D level, Shiseido established a new Safety Analysis Research Center, a Sustainability and Communication Department, and abolished the R&D Management Department. At the supply network level, Shiseido established a new Global Planning Department, an HQ Supply Chain Department, and abolished the Industrial Planning Department and a Global Brand Operation Department.
I found that Shiseido has made other relevant adjustments in the past few months. In November, the Shiseido Group announced that new President Kentaro Fujiwara will take up his duties on January 1, 2023, and former President Masahiko Uotani will become Shiseido President. Specifically, Kentaro Fujiwara, former CEO of China, was promoted to president and COO (president and chief operating officer) of Shiseido.
It is understood that since 2015, Fujiwara Kentaro has served as the general manager of Shiseido China, and in 2017 he has served as the president of China, and in the same year, China has become the largest overseas market of Shiseido Group, and it can be said that the performance achieved during this period is eye-catching.
It is worth mentioning that Umejin Toshinobu took over as CEO of Shiseido China, and his resume is also quite exciting, joining Shiseido in 2011, promoted to head of business strategy department in 2018, promoted to chief strategy officer in 2019, and since 2021, he has also served as executive director, head of business innovation and CEO of subsidiary EFFECTIM Co.
In my opinion, Shiseido has always paid special attention to the Chinese market. It is said that the Chinese market has always been the "darling" of Shiseido, and it is true that among its eight major global sectors, the proportion of business in the Chinese market is on the rise. It can also be seen that Shiseido's organizational structure and personnel adjustments have played a certain role in optimizing products, brands and channels.
Estée Lauder: Start with two major brand clusters
Since last September, The Estée Lauder Corporation has divided its portfolio into two brand clusters, led by Group CEO Jane Hertzmark Hudis and Stéphane de La Faverie.
Jane leads brands such as La Mer, Barbie Braun, Tom Ford Beauty, Meike, Clinique, Origins of Joywood, Aveda, Balmain Beauty, and Tikiting, and continues to lead the company's skin care and hair care brand operations. He also continued to serve as the executive sponsor of the company's key strategic priorities, and was arguably responsible for many key tasks.
Stéphane is also in charge of brands such as Estée Lauder, AERIN Beauty, Zumaron, Le Labo, Kellyen, Fullar Perfume Press, Dofan and so on. In addition, driving company-wide integrated planning and end-to-end business operations is one of its priorities.
As the Estée Lauder Companies' organizational structure has changed, so have the executives of its Maisons. For example, Justin Boxford became president of Estée Lauder's global brands; Amber Garrison becomes president of the global brand of Origin; Guillaume Jesel, Senior Vice President of Global and North American Marketing, was promoted to Global Brand President, TOM FORD BEAUTY, Balmain Beauty and Luxury Business Development.
Perhaps to many people, the names of these executives are very unfamiliar, but if we look closely, we will find that these changes are full of meaning for Estée Lauder, and can even be said to be innovative and transformative.
Looking at the actions of global cosmetics giants in terms of organizational structure and personnel in 2022, they all involve crucial departments and positions, such as the former has departments at the R&D and brand levels; The latter have CEOs, regional presidents, global brand presidents, and so on.
All in all, for cosmetics companies, the change of coach is mainly for innovation, after all, it is not a good thing to remain the same, and at the same time, we must clearly understand that although the change of coach is beneficial, it should not be too frequent, because in this way, it will often affect the stability of brand development. After changing coaches, facing the market with new thinking and new angles, and returning to product research and development again is the most important link!