Bare Essentials dabs on Claudia Poccia as CMO

ch14_529_glassdoor_aboutus_coreSteve’s breakdown: Looks like the bareMinerals brand and products are the main concern for the new CMO – on a global basis.

BTW: Their seems to be having a counterfeit problem with the brand. FYI

NEW YORK, NY: Shiseido Americas Corporation, a subsidiary of Tokyo-based, global cosmetics company Shiseido Company, Limited (“Shiseido”), today announced that Claudia Poccia has been appointed Chief Marketing Officer of Bare Escentuals, effective October 10th, 2016. Ms. Poccia will assume the role from Sandy Saputo, who will remain with Bare Escentuals in an advisory capacity until the end of the year and will assist Ms. Poccia with the transition. Ms. Poccia will report to the President of Bare Escentuals who will be appointed at a later date.

As CMO and a member of Bare Escentuals’ Executive Leadership team, Ms. Poccia will play a crucial role in defining and leading all aspects of the bareMinerals brand and products on a global basis. She will be responsible for outlining a strategic growth plan for the brand and will explore ways to build on bareMinerals’ position as a unique, compelling and highly relevant brand and driving increased engagement with consumers. Additionally, Ms. Poccia will work closely with Shiseido’s Digital Center of Excellence in New York, with the goal of inspiring customers around the globe and connecting with them on an authentic intimate level.

“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.”

Ms. Poccia served as President and CEO of Gurwitch Products from 2011 to 2015, where she led the Laura Mercier® and RéVive® brands. Prior to this role, she held several leadership positions at Avon, including President, Avon Beauty, leading the transformation of this iconic brand in the US. Simultaneously, Ms. Poccia was Global President for mark., Avon’s trend beauty and fashion boutique brand, where she designed and led initiatives to re-imagine the business of direct selling, directed at attracting millennials. Prior to Avon, Ms. Poccia spent more than ten years at Estée Lauder, where she held the role of Senior Vice President, General Manager for Stila, and Vice President, Business Development for Estée Lauder USA and Canada, among other positions. She has also served on the board of F.I.T. and currently sits on the board of C.E.W.

About Shiseido Company, Limited

Shiseido was founded in 1872 as the first Western-style pharmacy in Japan. The business gradually evolved into a cosmetics company, offering people the most advanced technology and the finest aesthetics available in the East or the West. Now known globally as the premier cosmetics company with roots in Japan, the name Shiseido has come to represent the world’s highest standards of quality. Shiseido’s global selection of skincare, makeup and fragrance includes a high-performance category for special skincare, and a brightening line. Shiseido also offers body care, suncare and a skincare line for men. Fiercely contemporary and innovative after over 140 years in business, Shiseido group brands are now sold in over 120 countries and regions. For more information, please visit


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