Global Brand President, Aramis and Designer Fragrances
This story first appeared in the December 13, 2013 issue of WWD. Subscribe Today.
Veronique Gabai-Pinsky, the global brand president of Aramis and Designer Fragrances at the Estée Lauder Cos., doesn’t think small. After being charged with reengineering the company’s fragrance model by chief executive officer Fabrizio Freda a few years ago, Gabai-Pinsky unveiled the considerable fruits of her labors in 2013, with a spate of global launches that symbolize the company’s new approach. First up was the superchic Marni, followed by expansion into the men’s category with Essenza by Ermenegildo Zegna, then the launch of a trio of megastar Michael Kors scents, complete with corresponding makeup and body items. Rounding out the year: a blockbuster Tory Burch scent, exclusive to Bloomingdale’s, which sold an estimated $50,000 on Day One. “The mantra was to make big bigger,” said Gabai-Pinsky of the new business model, “and maximize the potential of our winners.” Coupled with the mandate to improve productivity and profitability, the resulting strategy is one where the quantity of launches has been replaced with quality and a decrease in the promotional activity that often drives the category. “In reality, nobody needs another red lipstick and nobody needs another fragrance,” Gabai-Pinsky said. “If you bring the most fabulous, enticing new fragrance, people will want it. We’re not in the business of answering needs. We’re in the business of creating wants.”