Byline: Kerry Diamond

NEW YORK — As reported, the well-known retailer Heidi Manheimer has joined Shiseido Cosmetics (America) Ltd. Aside from some consulting work she has done, this marks the first time Manheimer has worked on the manufacturing side of the business.
Manheimer began working for the company on Sept. 19 in the newly created position of executive vice president and general manager of the Prestige Cosmetics Division, which includes Shiseido, Cle de Peau and Qiora. She will oversee the sales, marketing, advertising and public relations for all three brands and report to chairman and chief executive officer Isao Isejima.
“It was important for me to go to a company with a multi-brand strategy,” said Manheimer, who is busy getting up to speed on Japanese business etiquette. “After having worked on so many brands on the retail level, it would be stifling to work on a single brand.”
However, the most important factor for her was Shiseido’s reputation. “I’m more interested in growing brands backed by a reputation for quality,” she added. “You can rely on the products, not promotions.”
Manheimer was most recently the vice president and general manager of, the e-tailer bought earlier this year by Prior to that, she was the divisional merchandise manager of cosmetics, fragrances and apothecary at Barneys New York and a buyer at Bloomingdale’s.
Manheimer has joined Shiseido at an important time in the company’s history. Earlier this year, the company launched an extensive new line called The Skincare and a new fragrance called Zen, plus it acquired Nars, Decleor, Zihr and Sea Breeze. In the remaining months of 2000, Shiseido will launch its Qiora skin care line in the U.S. and introduce the revamped and repackaged color cosmetics for the core Shiseido brand. “This is just the beginning,” said Manheimer. “Now there is the opportunity to take all these things and make it happen in the U.S.”

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