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Geerlings Takes New Post at Tom Ford Beauty

At Tom Ford Beauty, Caroline Geerlings assumes the role from Joe Spellman.

Caroline Geerlings has been named president of Tom Ford Beauty and New Business at the Estée Lauder Cos. Inc.


She assumes the role from Joe Spellman, who has been interim general manager since former president Andrea Robinson left in October 2007. Spellman will transition to a role working closely with Demsey on special projects.


Geerlings, most recently senior vice president and general manager of Prescriptives Worldwide, will be responsible for the overall strategic direction, global development, management and growth of the Tom Ford brand, as well as new business development, including new acquisition Smashbox Beauty Cosmetics. “Caroline will help me with the integration of Smashbox and in mapping its future, but her primary responsibility will be the development and direction of Tom Ford in the beauty space,” said Lauder group president John Demsey.

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Geerlings has spent about 25 years in the cosmetics industry, including leadership positions at MAC Cosmetics and Christian Dior Perfumes. “Caroline — along with James Gager, Jennifer Balbier and Karen Buglisi — helped me grow MAC from a small niche brand to the powerhouse it is today,” said Demsey. “She is very talented at brand building and she will take Tom Ford Beauty to the next level of ultimate luxury and beauty.”


Tom Ford Beauty is sold in 43 countries and territories and its sales have risen 31 percent in the last year, said Demsey. The designer-director’s first beauty project, a scent called Black Orchid, was launched in November 2006. Private Blend, a fragrance collection launched in 2007, continues to account for about 50 percent of Tom Ford Beauty’s revenues, said Demsey, with a new scent, Azure Lime, shipping now.


In April in Europe and earlier this month in the U.S., a lineup of 12 lip colors was launched under the Tom Ford Private Blend Collection moniker; they are available in 60 doors globally. While Demsey refused to discuss sales figures, industry sources estimated the lipsticks have already done $500,000 in retail sales. Industry sources estimate the brand does about $95 million at retail globally on a yearly basis.


On the awards front, Ford’s fragrance portfolio nabbed the honors for Fragrance of the Year, Men’s Luxe and Fragrance of the Year, Unique Boutique at the Fragrance Foundation Awards on June 10.