Christopher Stephen West has left the Traub business development firm to join Borghese as global president, a new position.
West, who was a partner and managing director at Traub for four years, intends to relaunch the venerable skin-care and color cosmetics brand. West said he plans to reinvigorate the key Fango mud line by upgrading the brand’s positioning and packaging. West said he also plans to roll out the youth-oriented Hydrology line through increased international distribution. And there are plenty of other product initiatives in the pipeline.
West also plans to take advantage of the company’s overseas roots, with its boutiques and spas in Hong Kong and China.
In the U.S., Borghese has distribution in Macy’s Inc., Target Corp., Kohl’s Corp. and Lord & Taylor. Borghese is also doing a strong business in e-commerce, West said, adding that he is interested in expanding investment and sales in the direct-to-consumer selling model as well as adopting a global approach in marketing. As far as Borghese’s international distribution is concerned, West sees most of the world as ripe with opportunity, including Europe, Latin American, Africa and the travel-retail circuit. West said he also is thinking of entering the licensing business.
West declined to discuss sales figures, but industry sources estimate that Borghese does $42 million a year in retail sales.
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West is no stranger to brand-building and beauty. After the 2011 death of founder Marvin Traub, West reframed his agency and its message. He also has a background in fashion and beauty. He worked with Zac Posen for two years as vice president and marketing. He began his career at Procter & Gamble, where he worked on Cover Girl, Olay and Max Factor. He was global brand manager for Helmut Lang, Yohji Yamamoto and LaCoste.
In 2008, West formed CS West International Corp., specializing in business development, brand monetization and operational management for growing international companies. CS West merged with Traub in 2012.