Bare Escentuals Gets a New CMO

Shiseido Americas Corporation has appointed Claudia Poccia as chief marketing officer of Bare Escentuals, effective October 10th, 2016, succeeding Sandy Saputo, who will remain with Bare Escentuals as an advisor through the end of the year. Poccia will report to the president of Bare Escentuals, who will be appointed at a later date.

"Poccia will play a crucial role in defining and leading all aspects of the bareMinerals brand and products on a global basis," the company noted.

She will oversee the development of a strategic growth plan for the brand and boosting consumer engagement, in part by working with Shiseido's Digital Center of Excellence in New York.

Previously, Shiseido appointed Kathy Cullin as general manager of Bare Escentuals US, responsible for the commercial business and customer experience of the bareMinerals and Buxom Beauty brands in the United States.

Bare Escentuals recently announced a headquarters relocation, amidst a larger structural revamp at Shiseido.

Poccia previously served as president and CEO of Gurwitch Products, which Shiseido acquired earlier this year, where she led the Laura Mercier and RéVive brands. She has also held roles with Avon Beauty and Estée Lauder.

Shiseido has appointed Kathy Cullin as general manager of Bare Escentuals US, responsible for the commercial business and customer experience of the bareMinerals and Buxom Beauty brands in the United States. Bare Escentuals recently announced a headquarters relocation, amidst a larger structural revamp at Shiseido.
“Claudia has an incredible track record of brand stewardship in the beauty industry and has proven herself to be a visionary leader with the ability to accelerate growth and drive ROI for companies through successful co-branded, multi-platform consumer marketing experiences,” said Marc Rey, president & CEO, Shiseido Americas. “I have great confidence in Claudia’s ability to further deliver results for the BE organization and to find innovative new ways to invigorate bareMinerals while upholding all that the brand stands for. I am excited to see the initiatives she will spearhead to better engage with BE’s target consumers and help realize its full potential.”

In other news, Katharina Höhne, corporate officer, senior vice president, global professional business at Shiseido, has been appointed corporate officer, senior vice president, global professional business and department director, regional business steering department, effective October 1.

The company is in the midst of a global R&D infrastr­­ucture revamp to boost the consumer relevance of its beauty innovations.