At Laura Mercier, Papazian will be responsible for the development and execution of the brand’s U.S. and international business, focusing on marketing efforts, product development, digital outreach and international growth. She’ll report to Jean-Marc Plisson, president of the Beauty Prestige Group, which houses Laura Mercier. Nancy Bernardini, the general manager of Gurwitch Products (which houses both Laura Mercier and skin-care brand ReVive), will stay on to assist with the transition until April 30.
Papazian joins from 15 years at L’Oréal, where she worked in the U.S. and France, leading luxury brands including Giorgio Armani, Yves Saint Laurent, Viktor & Rolf and Shu Uemura. During her time with the company, she repositioned YSL Beauty in the U.S. and boosted Viktor & Rolf’s Flowerbomb fragrance. She also led sales for fine department stores for Ralph Lauren, Giorgio Armani, YSL, Viktor & Rolf and Maison Margiela.
Papazian’s new role becomes effective March 1.
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“I am excited to welcome Alexandra as we continue to grow our global prestige portfolio with the addition of the Laura Mercier brand,” said Marc Rey, president and chief executive officer of Shiseido Americas. “Alexandra is a proven leader in the beauty business, with an outstanding track record, and she will be a tremendous asset to Laura Mercier as the brand continues to accelerate. I am grateful for Nancy’s partnership in managing the transition and for her tremendous leadership in guiding the Laura Mercier and ReVive businesses over the past four years. I am confident that the Laura Mercier business will be in good hands with Alexandra.”
“Shiseido Americas and Laura Mercier are forging an exciting new path in the cosmetics industry, and I am thrilled to join them,” Papazian said. “I look forward to doing everything I can to help this iconic and much-loved brand continue to thrive and reach customers around the world.”