In a strategic move ahead of significant executive shifts, Estée Lauder Companies (ELC) has announced the appointments of Somer Tejwani and Michelle Shigemasa to key leadership roles for its West Coast brands. These changes are part of a broader restructuring that underscores the company’s commitment to enhancing its brand equity and fostering growth in a competitive beauty market.
Somer Tejwani will ascend to the position of Senior Vice President and global general manager of Too Faced, while Michelle Shigemasa will take on a similar role at Smashbox Cosmetics and Glamglow. This leadership transition follows the recent announcement that Tara Simon, the global president of California brands, will serve as the new North America president, succeeding Mark Loomis, who is set to retire at the conclusion of fiscal year 2025. All three executives will officially assume their new roles on January 1, 2025, aligning with the planned retirements of Loomis and ELC CEO Fabrizio Freda.
The newly appointed leaders will focus on elevating their respective brands by inspiring creativity, enhancing consumer engagement, and elevating brand equity. Stéphane de La Faverie, ELC’s executive group president, emphasized that both Tejwani and Shigemasa aim to drive innovative product launches that resonate with today’s consumers, while also strengthening their brands in an increasingly saturated prestige beauty landscape.
Tejwani’s tenure at Too Faced began in 2012, during which time the brand was acquired by ELC in 2016. Her extensive experience within the marketing domain uniquely positions her to lead the brand into its next growth phase. Meanwhile, Michelle Shigemasa brings a wealth of experience from her prior CEO roles at R.E.M. Beauty, Shani Darden Skin Care, and Unilever Prestige. Having previously been part of the ELC family for 13 years in various positions at Smashbox until 2017, Shigemasa’s return holds promise for revitalizing the brand and enhancing its market impact.
The evolving leadership emphasizes a strategic approach to brand management, with a clear intent to engage consumers through immersive brand experiences and product education. The expertise of Tejwani and Shigemasa will be pivotal in navigating the complexities of the prestige beauty space, which continues to witness rapid change driven by consumer preferences and market dynamics.
As the beauty industry faces increasing competition and shifting consumer expectations, the leadership changes at Estée Lauder Companies come as a reminder of the need for agility and innovation. With a commitment to fostering creative environments and valuable consumer interactions, these brand leaders are poised to make significant impacts on their respective markets.
In conclusion, the upcoming transitions within ELC reflect a thorough understanding of the beauty business landscape and a strategic focus on strengthening brand positions as they prepare for future challenges.
