Bare Escentuals

Shiseido Americas Corp. has appointed Claudia Poccia as chief marketing officer of Bare Escentuals.

Poccia will succeed Sandy Saputo, who will remain on board in an advisory role through the end of the year. In her role, Poccia will define and lead all aspects of the BareMinerals brand and products on a global basis. She will be tasked with outlining a strategic growth plan and exploring ways to build on the brand’s position and drive increased engagement with consumers, working closely with Shiseido’s Digital Center of Excellence in New York.

“Claudia has an incredible track record of brand stewardship in the beauty industry and has proven herself to be a visionary leader with the ability to accelerate growth and drive [return on investment] for companies through successful co-branded, multiplatform consumer marketing experiences,” said Marc Rey, president and chief executive officer of Shiseido Americas. “I have great confidence in Claudia’s ability to further deliver results for the BE organization and to find innovative new ways to invigorate BareMinerals while upholding all that the brand stands for. I am excited to see the initiatives she will spearhead to better engage with BE’s target consumers and help realize its full potential.”

Poccia will start Oct. 10 and report to the president of Bare Escentuals, who will be appointed at a later date, according to the company. Before this role, Poccia worked as president and ceo of Gurwitch Products, leading the Laura Mercier and ReVive brands, which Shiseido recently acquired. Before that, she was with Avon as president of Avon Beauty and global president for the Mark brand. Pre-Avon, Poccia was with Estée Lauder as senior vice president and general manager for Stila and vice president for business development for Estée Lauder USA and Canada. She has also served on the board of the Fashion Institute of Technology and is currently on the board of Cosmetic Executive Women.