By  on October 6, 2011

Richard Ferretti, a former creative director of Coach and the Reed Krakoff brands, has been named senior vice president and global creative director for the Estée Lauder division of the Estée Lauder Cos. Inc.

Ferretti will report to Jane Hertzmark Hudis, global brand president of Lauder, and his appointment will take effect Monday. Ferretti is succeeding Aerin Lauder, who continues to work as the style and image director for the brand as well as its spokeswoman. He will be working closely with both Hudis and Lauder, according to the company.

Ferretti’s responsibilities will include every creative and visual element of the brand worldwide, ranging from TV, digital and print advertising to product packaging to store design and retail visual merchandising. “He has an innate talent, an innate taste level, a vision and an attention to detail” that will allow Ferretti to handle this multifaceted global task, Hudis said. “He has the sensitivity to understand our heritage” through six decades of family leadership, and Ferretti has the ability to “imagine the future.”

Noting that almost 75 percent of Lauder’s business is done outside the U.S. now, Hudis said it is important that Ferretti has the ability to understand the business all over the world. “The brand initially was all about glamour and style,” she observed, explaining that Estée Lauder’s mission was to excite and fulfill women’s aspirations. Now, with Ferretti on board, the company has “the opportunity to set the agenda for the next generation of aspiration of luxury.”

During the past two years at Coach, Ferretti was responsible for the global image of the brand’s leather goods and fragrances through advertising, catalogs, digital vehicles and stores in markets including the U.S., U.K., China and Japan. At Reed Krakoff, he oversaw creative development and visual imagery for the brand that was launched in 2010.

Prior to Coach, he was creative director at Gourmet magazine, also at Banana Republic and held senior design positions at Self, InStyle, Child and Metropolitan Home publications. He also designed 15 lifestyle books.

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