Estée Lauder appoints new president for Tom Ford brand

By Simon Pitman

- Last updated on GMT

Related tags Brand management Estée lauder

Estée Lauder is continuing its mission to grow its key brands with the appointment of Caroline Geerling as president of the Tom Ford Beauty brand and new business.

The role will be developed by Geerling to oversee the strategic direction, global development, management and growth of the brand, the company said.

The appointment comes just days after the company appointed Beth DiNardo, who has previously held leadership positions at several of the company’s brands including Clinique and Darphin, to the position of general manager at Smashbox, the brand it acquired back in May.

DiNardo will also be reporting to Geerling, who is charged with the integration of the brand into the Estée Lauder portfolio.

Development of Tom Ford Beauty into global powerhouse

In her new position, Geerling will report directly to John Demsey, group president, who is in turn responsible for a portfolio of the company’s leading brands that include Estée Lauder and Tom Ford Beauty, together with MAC, Prescriptives, Bobbi Brown, Jo Malone, and La Mer brands.

Geerling has 25 years of experience working for global cosmetic brands, including executive positions at MAC Cosmetics and Christian Dior Perfumes, and has most recently been working as general manager for Prescriptives Worldwide.

“Caroline is one of the most talented brand-buliding executives in the cosmetics industry today,”​ said Demsey, who went on to stress that her experience and skills wouls serve in the aim to develop Tom Ford Beauty into a global powerhouse.

A combination of restructuring and the continued emphasis on brand-building and expansion has served Estée Lauder well, helping it through the difficult retail conditions of 2008 – 2009, which particularly impacted key players in the luxury cosmetics sector.

Restructuring and brand building helped to weather difficult times

Pivotal to the company’s recovery was the announcement of a restructuring program in February 2009 involving the loss of 2,000 jobs; some 6 percent of the workforce.

As a result of this restructuring program the company’s second quarter results, released at the end of January this year, showed that sales for the period climbed by 10.8 percent.

As well as the acquisition of the Smashbox brand, other branding initiatives launched so far this year have included a global programme to expand Coach Beauty and further international expansion of the Origins brand

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