Shiseido reveals composition of new EMEA executive committee

By

Sarah Ahssen

Translated by
Nicola Mira

Published
Dec 10, 2019

In the Vision 2020 strategic plan, Japanese cosmetics giant Shiseido set itself the twin objectives of becoming one of the top five players in the EMEA region’s prestige beauty segment by 2020, and reaching a 9% share in the fragrance market worldwide. As the 2020 deadline draws near, Shiseido EMEA, which manages the group’s worldwide perfume business (with, among others, brands like Issey Miyake, Elie Saab and Serge Lutens) and the regional business of the group’s make-up and skincare brands (including Laura Mercier, Nars and Shiseido), has revealed the composition of its new executive committee. At the head of the committee, Franck Marilly, who has been the president and CEO of Shiseido EMEA since January 2018.

To tap growth opportunities in Europe, Middle East and Africa, Shiseido’s regional executive committee has co-opted Alberto Noe, in charge of commercial development on all EMEA markets. Noe has been working at Shiseido since 2013, after stints at L’Oréal, LVMH and Chanel, and will notably supervise Lindsay Azpitarte, who leads the expansion of the group’s prestige division brands (Shiseido, Clé de Peau Beauté) in the EMEA region. 

The mission of boosting Shiseido's position in the fragrance category falls instead to Guillaume Gellusseau, in charge of the group's perfume’s know-how, of Serge Lutens and of a portfolio of licensed fragrance brands, among them Issey Miyake and Zadig & Voltaire. He will work alongside Audrey Briotet, the head of development for Dolce & Gabbana beauty, whose licence has been held by Shiseido since 2016.

The EMEA executive committee is composed of six other members: Bruno Desgres, vice-president operations EMEA; Chisato Takashimizu, in charge of the European innovation centre; Yolaine von Barczy, in charge of HR for the EMEA region; Geoffroy de Fontenay, chief financial and IT officer of Shiseido EMEA; Nina Moïse, in charge of legal affairs; and finally, Frédéric Charpentier, the international communication director.
 
In 2018, Shiseido posted a 5% revenue growth in the EMEA region, notably thanks to its performances in Germany and Italy, where Shiseido is one of the leading skincare brands. In the UK, make-up brand BareMinerals is flying the group's flag. As for the fragrance division, which in 2018 was worth 9% of the group’s sales with a 7% increase over 2017, Dolce & Gabbana is third in the ranking in Russia, and For Her by Narciso Rodriguez is reportedly the number one in Italy.
 
For 2019, the Shiseido group has nevertheless revised its global sales guidance downwards, to an annual forecast of between JPY1.134 billion and JPY1.139 billion (approximately €9.4 billion), as opposed to the previous figure of JPY1.164 billion.