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Bari Seiden-Young has been named senior vice president, global corporate communications, citizenship and sustainability, at the Estée Lauder Cos. Inc.

While the group’s brands have long had sustainability and corporate citizenship initiatives — MAC, for example, with recycling packaging at its stores and the MAC AIDS Fund — Lauder is now looking to integrate those ideals more fully into its corporate structure.

In March, chief executive officer Fabrizio Freda unveiled the company’s goals for sustainability and corporate citizenship, which include everything from identifying and creating action plans around sensitive ingredients, like palm oil, to developing an online glossary of all key ingredients with descriptions by 2025. The efforts are being led by Nancy Mahon, senior vice president for global corporate citizenship and sustainability.

In her new role, Seiden-Young will be charged with increasing global awareness of the group’s activities in these areas. An 18-year veteran of the company, she will continue to oversee communications for the Estée Lauder Cos.’ Breast Cancer Campaign and the Lauder family. She will report jointly to Alexandra Trower, executive vice president, global communications, and Mahon.

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With the new sustainability framework, Lauder is looking to affect broader industry change — including the kind that comes by working toward the same sustainability goals as other, competing beauty companies.

“We’ve a very big beauty company, so if we go to a vendor and say, ‘We want to buy a glass jar instead of plastic jars,’ we bring scale,” Mahon said, when the initiative was unveiled during Lauder’s Investor Day held in March. “We can all work together to get scale and lower the price of sustainable packaging and increase the availability of vendors and make low environmental impact one of the qualifiers for suppliers.”

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