JANE HERTZMARK HUDIS
Global Brand President, ESTÉE LAUDER
This story first appeared in the December 14, 2012 issue of WWD. Subscribe Today.
“Do models have more fun?” blared an Estée Lauder online video, while three of the brand’s beauties cavorted with Double Wear Stay-In-Place Makeup Jackson Pollock–style on a Lucite canvas. We mere mortals may never know the answer, but one thing’s for sure: Jane Hertzmark Hudis, global brand president of Lauder, certainly seems to be having a ball. Since being named to her post in July 2009, Hudis has transformed an industry stalwart into a hip, slick, cutting-edge cosmetics trendsetter. The think tank L2 awarded Lauder its number-one ranking in beauty this year, out of 56 brands, and consumers agreed, too. According to NPD, Lauder is the only leading brand that ranks in the top five in all three prestige beauty categories. Drilling down, in skin care, the brand is number one in skin-care launches, number one in antiaging and number one in eye specialists. In makeup, Double Wear dominates, and in fragrance, Beautiful still ranks in the top three. It isn’t just in America that Hudis’ presence is felt, though. As a key architect of the brand’s strategy, she’s helped create regionally relevant launches for Europe and China, answering chief executive officer Fabrizio Freda’s mandate to make the latter Lauder’s second home market. Let the good times roll!