Jill Scalamandre, president of Shiseido’s Global Makeup Center of Excellence, is taking on additional responsibility as president of global marketing for BareMinerals and Buxom at the Japanese beauty giant.
Susan Jurevics, who was named president of Bare Escentuals in July, will continue to manage BareMinerals’ global markets and take on commercial and U.S. marketing responsibilities for Buxom as president of global markets for bareMinerals and Buxom.
“BareMinerals is an extremely valued brand in Shiseido’s prestige portfolio and we are working on a number of initiatives to enhance the brand’s overall performance,” said Marc Rey, chief executive officer of Shiseido Americas. “To accelerate our efforts, we are bringing in additional talent and resources from our regional platform.…We are excited for BareMinerals to benefit from the outstanding talent and diverse experience that Jill brings to the team.”
Bare Escentuals has struggled since Shiseido acquired it in 2010 for $1.7 billion. At the time, it was a powerhouse seller on QVC, driven by its charismatic chief executive officer Leslie Blodgett, who pioneered the concept of social selling. More recently, it has faltered, amid increased competition from digital-to-consumer brands and an ever-more fragmented color cosmetics market.
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In November, Shiseido said it would close approximately 100 BareMinerals company-owned stores in the U.S. Currently, there are 209 such doors. Shiseido said the brand had sales of 50 billion yen annually.
Scalamandre joined Shiseido in April 2016 and has been a key player in its drive to digitization. For example, she helped spearhead the development of BareMinerals Made-2-Fit Foundation which commercialized technology the company acquired from MatchCo. Giaran, an artificial intelligence company Shiseido acquired in November, also falls under Scalamandre’s purview at the Global Makeup Center of Excellence.