Shiseido Europe under new direction as Louis Desazars becomes President and CEO
In more appointment news, Barbara Calcagni, Senior Vice President, Global Marketing of NARS, who has led the brand’s marketing efforts worldwide since 2008, will succeed Desazars as President of NARS Cosmetics, the make-up line acquired by Shiseido 15 years ago.
Part of the Vision
The Tokyo-headquartered firm says that the moves are part of its ‘Vision 2020’ strategy announced last December, under which a regional headquarters system is to be introduced in six regions, including Europe.
Under this system, Shiseido says it will practice a ‘Think Global, Act Local’ strategy focused on cultivating each brand based on region- and market-specific needs, while also accelerating decision making and production development in each region.
“I am excited to take on these new roles and help develop and execute Shiseido’s strategic roadmap for the European region and build BPI’s global designer fragrance business,” says Desazars.
“It’s been an honour working with a creative visionary such as François Nars as well as the incredibly passionate and talented NARS team. The brand’s continued success is a testament to their dedication, hard work and audacious spirit that drives innovation in every aspect of the business,” adding that he believes the brand will have a bright future under Calcagni’s leadership.
New role
In his new role as the President and CEO of the European region, Desazars will lead the overall future vision and strategy for Shiseido in Europe, with the goals of achieving substantial brand growth in Shiseido’s prestige franchises and other areas where the Company competes and developing new markets in Africa and the Middle East.
In his new role as President & CEO of Beauté Prestige International, Desazars will oversee the global strategy of the designer fragrance portfolio, focusing on continuing to expand and develop the business and brands under the BPI umbrella, across all regions.
Desazars will report to Masahiko Uotani, President & CEO of Shiseido, and will relocate to Paris.
“Since becoming President and CEO of NARS in 2008, Louis has grown the business to be one of the leading global brands in the prestige make-up cosmetics category,” says Uotani.
“Given Louis’ exceptional track record, I am completely confident that he will bring strong leadership and guidance to our European operations and BPI business.”
