Murad is upping its focus on digital under new chief executive officer Michelle Shigemasa.Shigemasa, who had been with the Estée Lauder Cos. for close to two decades, took the helm of the prestige skin-care brand in late 2017. Most recently, Shigemasa was with Smashbox, where she held a variety of roles including senior vice president and general manager for North America, most recently. Before that she was with Bobbi Brown, and before that she was a buyer at Nordstrom.Murad — a skin-care brand — allows Shigemasa to expand her expertise, she said."The category of skin care was very appealing to me as well as stretching my responsibilities into new territory," Shigemasa said. Her reasons for joining Murad include founder Dr. Howard Murad, the company's overall wellness philosophy and "last but not least" — free facials, she joked. "My skin can use a little work — the doctor is keeping me in check," Shigemasa said.Murad, which had more than $100 million in sales when it sold to Unilever in 2014, is on track for double-digit growth in 2018, according to industry sources. The line has a problem-solution approach that targets skin concerns like acne, wrinkles and age spots. It's sold at Sephora, Ulta Beauty, QVC, Massage Envy and other places, as well as online through its own web site.That site is something Shigemasa intends to focus on as she ramps up the company's digital operations."I'm excited about being able to take what I would consider a strong fundamental brand and really move it and leapfrog it to the next level," Shigemasa said. One of her priorities is to "step-change and accelerate the digital space, specifically via influencer partnerships, social media, entering into new digital spaces and doubling down on direct to consumer," she said.She's also hoping to "simplify and amplify" the brand story to bring it to life in a "more meaningful way," she said.A heightened focus on digital means staffing up to meet present needs, Shigemasa noted, including one hire that's already been made — Ginny Chien, vice president of consumer engagement. She has previously worked for Lauder, Bliss and the Los Angeles Times, briefly, as style editor."When I go back to the priorities that I have in terms of the digital piece, building out a very focused and substantial consumer engagement structure encompassing everything from creative to social to direct-to-consumer — that whole department was built with a very specific focus," Shigemasa said. "[Chien] will transform us in terms of the consumer engagement aspect of our business. We've really leaned forward in terms of putting our money where our mouth is and our focus is."
Breaking: @cushnieetochs’ co-founders @carlycushnie and @ochsmichelle are parting ways. After a 10-year run, Ochs is leaving the brand. Get the full story on WWD.com – link in bio. #wwdnews #wwdfashion
@maybelline’s Kanako Takase had snow bunnies in mind when creating the beauty look for @philipppleininternational. Playing off of the bedazzled snowboards in the collection, Takase mixed two highlighters together for a luminous sheen. #wwdbeauty #nyfw (📷: @jilliansollazzo)
“There’s a huge gap between the old way of doing things and today. It takes the youth to help evolve that. You have to count on the kids today to help lead you into the future. A lot of these retailers are stuck in the past. Communication is the biggest thing,” said @ronniefieg of @kith on the youth’s role in retail. On Monday night, Jeff Staple moderated a keynote session with Fieg and @syresmith at Assembly - a series of workshops, talks and keynotes addressing topics or issues in the apparel industry. Head to WWD.com to read more advice from Fieg and what Smith thinks of his dad @willsmith’s Instagram account and sustainability (📷: @weston.wells)
@joansmalls closed the @michaelkors fall 2018 show in black sequined pants and a varsity T printed with 19 on the front and 81 on the back. 1981 – the year Kors went into business. #wwdfashion #nfyw (📷: @giovanni_giannoni_photo)
“You think your life is going to be a certain way, and nothing you thought would happen ends up happening. Never in my wildest dreams did I think I’d be designing clothes and working with Mickey Drexler, and building something I’m deeply proud of,” said Jenna Lyons. Nine months after leaving @jcrew, Lyons is exploring the meaning of happiness. Read the interview, where Lyons talks about reinvention and more on WWD.com – link in bio. #wwdfashion (📷: Farrell) #jennalyons #jcrew