Byline: Julie Naughton

NEW YORK — Rochelle Bloom, acting president of the Estee Lauder Bobbi Brown Essentials division since Nov. 15, will take over the position permanently, effective immediately.
Bloom, who joined the company in 1976 as the Estee Lauder brand manager for Canada, has also served as senior vice president and general manager of Estee Lauder International and regional head of the company’s Asia-Pacific business.
She assumes the president’s role from from Rosalind Landis, who cofounded the brand in 1991 and is now working to develop other brands within the Lauder organization.
Lauder bought Bobbi Brown Essentials in 1995, and since that time, it has tripled in sales volume, said William P. Lauder, director of the Estee Lauder Companies, in a statement. “This is a very exciting time for Bobbi Brown,” said Bloom. “We are on the cusp of an exciting explosion of growth for the brand.”
A large part of that growth is expected to come from international business. Sources said that while the brand will certainly continue to grow domestically, it is unlikely that that growth will come from opening new doors in the U.S. Rather, U.S. growth is expected to come from product launches in existing doors.
“From a development point of view, we are ready to expand the brand’s reach and its customer base internationally,” said Bloom, who will work closely with Bobbi Brown, creator and chief executive officer of the brand. “In fact, that is our greatest challenge — there is tremendous opportunity for the global market to know Bobbi better.”
Bobbi Brown Essentials is currently in 15 countries, and while Bloom wouldn’t name a target number of countries, she said she believes the brand’s international potential is “unlimited.”
And Bloom, who has 24 years of international experience with Lauder’s Prescriptives International and Estee Lauder International businesses, said she is prepared to grow Bobbi Brown Essentials overseas.
“I want to take the market credibility that Bobbi Brown Essentials has and increase its reach across the globe,” she said. The line will open in Mexico this month and opened in Spain last month.
“Rochelle has made enormous contributions to both the Prescriptives International and Estee Lauder International brands,” Lauder said in the statement. “Under her leadership, the Estee Lauder International brand more than tripled in sales and quadrupled in profits. With her strong marketing and management skills, Rochelle is supremely qualified to lead the Bobbi Brown Essentials brand.”
Brown agreed. “Rochelle is an incredible leader, and is the perfect person to take us to the next level, especially internationally,” she said. “International was a major part of the reason that we partnered with Lauder in the first place. It was expertise I didn’t have when I started my business.”
Brown’s next product introduction comes in April, when the new 22-stockkeeping-unit ColorOptions line will be launched. A teen book authored by Brown will be published this summer, and a revamped skin care line is also set to be rolled out this fall.

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