Aveda products

The Estée Lauder Cos. has appointed Barbara De Laere to senior vice president and general manager for Aveda North America.

De Laere will be in charge of optimizing Aveda’s North American growth, leading a team of executives to develop and execute the brand’s go-to-market strategy. She will oversee applied marketing, retail and field sales and education. De Laere is also tasked with strengthening Aveda’s retail strategy, which includes salons and spas, experiences and leading digital marketing and social media strategies to drive engagement.

“Barbara is a strong analytical and strategic thinker with proven ability to lead luxury beauty brands and drive growth,” Breen said. “Her deep expertise in skin care, hair care and the luxury salon channel position her well to take on this important role for the company and our North America business.”

De Laere, who joins from L’Oréal, has spent the past 16 years in the professional products division, working in positions in the Netherlands, France, Germany and New York. For the new role, she’ll be based out of Aveda’s global headquarters in Blaine, Minn. De Laere will report directly to Thia Breen, group president of North America, but will also report to Dominique Conseil, global brand president of Aveda.

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While she was at L’Oréal she handled managing brand identities, go-to-market strategies and revenue growth for several of the company’s brands, including Kérastase and Shu Uemura. Most recently she was general manager and executive vice president of the Asia-Pacific professional products division, based in Shanghai.

Lauder has been on a bit of an acquisition spree lately, adding Too Faced, Becca Cosmetics and By Kilian in recent months. The company posted a decline in net earnings but an increase in net sales, to $2.87 billion. In hair care, sales inched up 1 percent, to $136 million from $134 million in the year-ago period, with operating income for the segment doubling.