The Specialty Group of the  Estée Lauder Cos. Inc. has undergone a partial restructuring with the appointments of three top executives, all to newly created positions.

This story first appeared in the November 13, 2009 issue of WWD. Subscribe Today.

Annemarie Iverson, a former editor in chief of Seventeen and YM magazines plus a fashion and beauty news director of Harpers Bazaar, has joined the Bobbi Brown brand as senior vice president of creative brand development. She will be charged with the development and execution of branding and creative concepts forming the strategic brand message and image, according to Maureen Case, group president. Iverson will oversee the creative aspects of product development, design, visual merchandising, store design, digital media and global artistry and education. “She will be the editor of the Bobbi Brown magazine,” Case said in an interview.

Continuing the media analogy, Case said “the publisher” of the brand will be Alicia Sontag, a former vice president and brand manager of Lauder’s Ojon division and a key executive in the global marketing department of Clinique. She has been named vice president of global marketing for the Bobbi Brown brand with responsibility for the product and consumer marketing and strategic brand development.

Sandra Main has been named global general manager of the La Mer brand in charge of driving the overall business, gaining market share, and achieving profit targets, while shaping and implementing the brand’s strategy. In addition, she will continue in her original role as senior vice president and general manager of Bobbi Brown International.

Within Lauder, all three specialty division brands, including Jo Malone, are seen as having high potential with 65 to 70 percent of their business done outside the U.S. According to industry sources, the Bobbi Brown brand is expected to double in volume from the current $500 million at retail to $1 billion in five years.

Case said her strategy “is to focus on the core strength of each brand,” letting all three express themselves, while leveraging the management talent across the group. She noted this collective approach is workable with brands that have similar distribution patterns and consumer profiles. A layer of creative functions are maintained close enough to touch consumers and the market. However, “there are efficiencies to be gained, especially in the back office,” Case pointed out. She maintains an on-the-ground involvement in the role of acting general manager of Bobbi Brown while continuing to oversee the whole group as president.

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