Bobbi Brown Names Gaétane Baudry Global General Manager as It Looks to New Channels

Baudry most recently served as global brand president of Shu Uemura at L’Oréal Luxe. There, her remit covered marketing, communications, retail, e-commerce, education and business development.

Earlier roles at Giorgio Armani Beauty, Helena Rubinstein and Lancôme add experience across prestige makeup brands and international markets. A Wider Remit Than Product The role brings brand positioning and commercial execution under one leader.

In its announcement, Estée Lauder linked Bobbi Brown’s next phase to digital evolution, new channels and stronger customer connections, alongside the product artistry and natural-beauty identity for which the label is known. That combination puts distribution and experience as well as creative direction on Baudry’s agenda.

Sequino described Baudry as a leader with global brand-building and commercial experience. The appointment gives the group someone who has already managed a makeup brand across physical retail and online channels at a time when beauty labels need to keep their identity consistent wherever shoppers discover or buy them…