Shiseido Americas gets serious about prestige beauty

Shiseido Americas gets serious about prestige beauty

The company is grouping related brands to gain a larger presence in the market; and this week announced it has hired an LVMH veteran as president of its new Beauty Prestige Group.

Tuesday, Shiseido Americas announced that Jean-Marc Plisson will join the company “in the coming months,” according to a press release.

About the new role, Plisson tells the press, “I am honored by the opportunity to lead as President of the Beauty Prestige Group.”

“Shiseido has an outstanding portfolio of unique and beloved prestige brands supported by passionate customers, and we will capture untapped opportunities in the U.S. by leveraging collective resources within the Beauty Prestige Group,” explains Plisson. “Shiseido has an incredible team, and I will be proud to lead the group as we create a more powerful presence in the prestige beauty market.”

This, of course, isn’t the first time Shiseido brands will leverage collective resources. As Cosmetics Design reported when the company’s Americas Innovation Center opened in May, the company does share basic product technology across brands and...each brand benefits from Shiseido’s shared global R&D knowledge.”

Group strategy

Shiseido Americas’ Prestige Beauty Group will comprise designer fragrance brands, Laura Mercier, and the Shiseido brand. Despite being “key pillars of the company’s prestige portfolio” NARS and Bare Escentuals will continue to be stand-alone brands, possibly because loyal consumers of those brands have such distinctive preferences.

The overarching objective of the Group is to give the company a larger presence in the prestige beauty market. More precisely, Pilsson’s “priorities for the group will focus on integrating and growing the Dolce & Gabbana business, taking the Shiseido brand in the U.S. to the next level of success, and defining and implementing a worldwide growth strategy for Laura Mercier,” according to the release.

Individual capability

Plisson is a seasoned cosmetics, personal care, and fragrance industry professional, having worked as COO and CFO for LVMH luxury brands such as Dior, Givenchy, Guerlain, and Aqua Di Parma. He also lead that company’s luxury fragrance and skin care brand Fresh to a top spot in the global market.

In his new role, Plisson will report to Marc Rey, president and CEO of Shiseido Americas.  “I look forward to welcoming Jean-Marc to Shiseido,” Rey tells the press. “He is a standout talent in our industry. His leadership experience and stellar track record at LVMH will be great assets as we continue to grow our presence in the prestige beauty market. It is both an exciting prospect and a proud testament to the strength of Shiseido Americas that such a talented executive has decided to join our group. I couldn’t think of a better addition to our already incredibly strong leadership team."

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