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Lauder Focuses on Retail and Hair With New Executive Hires

Andrea Dorigo joins Estée Lauder to oversee global retail and April K. Anslinger has been tapped to lead Aveda in North America.

The Estée Lauder Companies is deepening its talent bench, tapping two outsiders to fill key growth positions.

Andrea Dorigo, previously chief executive officer of home appliance company Pirch, has been named senior vice president and general manager of global retail, a new position, while April K. Anslinger, a 15-year veteran of Procter & Gamble who worked primarily in its hair-care division, has been appointed senior vice president and general manager of Aveda for North America.

The appointments come on the heels of Lauder tapping Birchbox and Sephora Canada veteran Philippe Pinatel to become senior vice president, global general manager of MAC Cosmetics.

Dorigo, who will report to Olivier Bottrie, global president of travel retail and retail development, will focus on Lauder’s owned stores globally and will work across brands and regions. His mandate is to “drive profitable growth, including increasing opportunities to strengthen consumer coverage, unleash the power of omnichannel and foster innovative thinking, from new formats to consumer experience,” according to the company. Before Pirch, Dorigo was president of Oakley Inc., and president, North America, at Brooks Brothers.

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His appointment comes at a time when Lauder reported fiscal 2018 second-quarter results that included double-digit sales growth across numerous regions and channels, including travel retail, Asia Pacific (both department store and online) and in the U.S. in specialty retail and online.

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Anslinger will report to Chris Good, Lauder’s president of North America. She joins the company from Schwan Food Company, where she was chief growth officer; at P&G, her most recent position was brand leader of Herbal Essences.

“April will focus on optimizing Aveda’s growth potential in North America, leveraging her expertise in the hair care category and her adeptness in brand-building, digital and channel mix to create new and innovative ways to drive consumers to the distinctive Aveda experience in salons and spas, online and in stores,” said Good.

She joins Aveda at a critical point for the brand. While its hair-care sales are driving solid online growth, said Lauder in its recent earnings report, both the salon channel and its freestanding retail stores have softened. Additionally, the brand’s skin-care sales were down year-over-year.

During a recent interview, Lauder ceo Fabrizio Freda spoke of the company’s strategy to leverage influencer marketing more effectively in the hair-care category, which was the fastest-growing beauty segment tracked by influencer analytics firm Tribe Dynamics in 2017. “Both Aveda and Bumble are becoming much more social media active,” he said. The other part of Lauder’s hair strategy includes “creating a high level of loyalty” to the products in its brands’ portfolios with superior product quality, Freda said.