Jeff Askenas will assume the role of senior vice president of beauty at HSN on May 30. Askenas was most recently the vice president and divisional merchandise manager of Kohl’s Corp.
He replaces Alicia Valenica, who left earlier this year to join Pat McGrath Cosmetics.
Askenas is credited with reinventing the beauty department at Kohl’s, including the infusion of premium brands and higher levels of service. For five years, he directed a team that added more than 30 brands and rolled out an updated beauty environment in Kohl’s doors.
The elevated beauty approach was an element in Kohl’s Greatness Agenda. The doors that were fine-tuned are said to have produced notable comp-sales increases. Among the brands added were Bliss, Lorac Cosmetics, Pur Minerals, Cargo, TheBalm, Christie Brinkley Authentic Skin Care, Essie, Orly and a large selection of devices and prestige fragrances.
Prior to Kohl’s, Askenas held leadership roles at J.C. Penney Co. Inc., Belk Inc., Elder-Beerman, Ulta Beauty and SkinStore.com. He began his career in the beauty industry in 1982 at Rich’s Department Stores in Atlanta following graduation from Emory University.