Gaétane Baudry Joins Bobbi Brown to Lead Brand’s Next Growth Chapter

Bobbi Brown has a new head. Gaétane Baudry will join the Estée Lauder Cos. as senior vice president/global general manager at Bobbi Brown. Baudry said: “Bobbi Brown is an iconic brand with a powerful legacy of product innovation, artistry and an authentic approach to beauty . I am thrilled to join this team to champion that incredible heritage and further realize its global potential. By capitalizing on the brand’s unique approach to beauty , we will strengthen our differentiation and stay deeply relevant to today’s consumers to unlock the brand’s next era of growth.” In this role, Baudry will lead Bobbi Brown’s global strategy, strengthening the brand’s distinctive equity, advancing innovation and creativity and deepening consumer engagement. Based in New York, she will report to Lisa Sequino, global president, makeup brands. “Gaétane is an inspiring and highly collaborative leader who brings experience, energy and a strong focus on execution,” Sequino said. “Her global brand-building record, strong commercial leadership and passion for creating meaningful consumer experiences will be invaluable as Bobbi Brown builds on its unique brand equity focused on effortless natural beauty, while accelerating its digital evolution, moving into new channels and deepening its ability to connect with women around the world. I am excited to welcome her to The Estée Lauder Companies and look forward to all that Gaétane and the Bobbi Brown team will accomplish together.” Baudry was most recently global brand president of Shu Uemura at L’Oréal Luxe. Earlier in her career, she held senior leadership roles at Giorgio Armani Beauty, Helena Rubinstein and Lancôme. Bobbi Brown net sales decreased in the fourth quarter, according to its parent company’s latest earnings report, primarily reflecting continued declines in the lip and eye categories from both retail softness and the company’s strategic focus on stronger-performing products within the face subcategory.