By  on October 11, 2011

Veteran cosmetics executive Robert Brady has joined Caswell-Massey as its new chief executive officer.

Brady spent the bulk of his beauty career with LVMH, first as president of the New York-based Parfums Givenchy Inc. for nine years until November 1997, then as president and ceo of Christian Dior Parfums Inc. for two years. From 2007 to present, Brady was a partner in a Jersey City, N.J. -based consulting company with Alan S. Greco, who is continuing with the firm.

Caswell-Massey, a men’s and women’s personal care brand founded in 1752, has a “loyal following” and a strong heritage and DNA, Brady noted. The company was acquired in 2007 by a Miami-based investment firm, The Equitium Group, which also owns the Luca Luca fashion brand. Caswell-Massey has since been managed by two partners from the Equitium Group. Amir R. Amir, who is also ceo of Luca Luca, also served as Caswell-Massey’s ceo, and Anthony Nichtawitz has been the chief operating officer. Both men remain shareholders in Equitium Group and Michael Kasbar is a majority partner in the holding company.

Brady praised the “nice job” the partners have done in managing the brand and he singled out the efforts by the staff headquartered in Edison, N.J. “Everybody has done a terrific job,” he said, “and my intention is to work with these people.”

Results from Caswell-Massey are not broken out but industry sources estimate that the company generates about $15 million at wholesale through its own stores, a catalogue and a limited specialty/department store distribution. Brady acknowledged the skill and “the balancing” that’s required in transforming the heritage of an 18th-century brand and making it relevant for a contemporary audience without losing the brand’s mission. “The first challenge is to increase revenue in a strategic fashion,” he noted, adding that this will require looking at the issue of distribution and the question of new product offerings.

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