PARIS — Marion Setiey has been appointed international communication and digital vice president of Shiseido Group’s Europe, Middle East and Africa region.
Setiey’s nomination is part of the creation of Shiseido Group EMEA that was revealed in October. That move involved, in part, the integration of Beauté Prestige International, Shiseido’s Paris-based perfume division, into the regional group.
In her new role, Setiey oversees the communications division for every brand in the portfolio of Shiseido Group EMEA. This includes skin care, makeup and fragrance, as well as the launch of e-commerce in the zone.
Since 2009 the executive has held the positions of communications director of BPI and digital media director of BPI. Prior to that, she worked as managing director of WPP Group and deputy general manager of Dentsu Aegis Network.
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As reported, in the EMEA region, Shiseido aims to increase its share of the prestige beauty market from eighth place to fifth place, on a par with its global ranking. The growth is expected to be driven by the expansion of brands currently underpenetrated in Europe, including Laura Mercier, Nars and Bare Escentuals, plus expansion in Africa.
Shiseido Group EMEA is divided into three business units. There is the Global Brandholding Division, the Creator’s Corner, which groups BPI’s brands and the Dolce & Gabbana business with niche fragrances such as Serge Lutens in a small brand incubator called the Boutique. The Regional Business Division, the Business Corner, unites Shiseido’s EMEA affiliates alongside makeup and skin care, including the brands Nars, Laura Mercier and RéVive. The third branch, the Center of Expertise, the Expert’s Corner, combines a wide swath of business activities, from digital development to sustainability programs.