Function of Beauty hires 20-year L’Oréal vet as chief marketer

Function of Beauty hires 20-year L’Oréal vet as chief marketer

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Dive Brief:

Function of Beauty, the customizable hair, pores and skin and physique care firm, has employed Marianna Trofimova to develop into its new chief advertising officer, the corporate introduced on Tuesday.
Trofimova will oversee the corporate’s model, construct out its product assortment, develop its go-to-market methods and help in its worldwide enlargement. She will report back to CEO Alexandra Papazian.
Before becoming a member of Function of Beauty, Trofimova spent 20 years at L’Oréal, most lately at Biolage and Garnier.

Dive Insight:
Trofimova is moving into her new position as Function of Beauty continues including business veterans to its govt group. The firm lately employed Matthew Eberhart as its new chief digital officer and Boyoung Lee as its new chief artistic officer, each of whom have “years of expertise in retail, magnificence and vogue,” per the press launch. Eberhart manages the corporate’s direct-to-consumer enterprise and Lee develops the artistic imaginative and prescient for the model.
With Trofimova’s hiring, Function of Beauty has poached one other long-time veteran of L’Oréal. In September final 12 months, Papazian – who additionally has 20 years of expertise at L’Oréal – grew to become Function of Beauty’s CEO whereas Zahir Dossa, the corporate’s co-founder, transitioned from chief govt to govt chairman of the board. At the sweetness conglomerate, Papazian was liable for “constructing and rising top-tier international magnificence manufacturers,” together with Giorgio Armani, Yves Saint Laurent and Ralph Lauren.
“Marianna is a veteran consumer-centric marketer with deep experience within the magnificence business, constructing some of probably the most respected and recognizable manufacturers,” Papazian stated in an announcement. “I’m thrilled for her to come back on board as she can be central in executing the various thrilling alternatives we have now on the horizon as we develop into the worldwide chief and omnichannel pioneer in customization.”
Trofimova’s appointment comes as the share of ladies chief advertising officers has surpassed males for the primary time, in accordance with a latest report by Spencer Stuart. However, racial and ethnic variety amongst CMOs stays scant. Only 18% of incoming CMOs in 2021 got here from underrepresented racial and ethnic teams, although this is a rise from 11% in 2020, the report discovered.
PitchBook knowledge shared with Retail Dive final fall confirmed that funding within the customized magnificence business grew from below $300 million in 2010 to $1.04 billion by September 2021. As the customizable magnificence area grows, manufacturers have expanded their choices into different areas of magnificence. Last August, Function of Beauty – which began in hair care – acquired Atolla, a customized skincare firm, to additional its providing within the area. The transfer enabled the DTC model to make use of Atolla’s product advice software and skincare take a look at to reinforce its personal companies.

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