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20 To Know

By: Karen A. Newman, Jeff Falk, Leslie Benson
Posted: January 7, 2009, from the January 2009 issue of GCI Magazine.

Joao Carlos Basilio da Silva, President, ABIHPEC

Leadership is a quality that is marked by many easily definable traits, but rare is the leader who exudes certain intangibles that pronounce their leadership without the individual uttering a word. João Carlos Basilio da Silva, president of the Brazilian Association of the Cosmetic, Toiletry & Fragrance Industry (ABIHPEC), is a leader whose presence alone communicates steadfast action and confidence. Since first assuming his role with ABIHPEC in 1995, Brazil’s cosmetics and toiletries industry has grown to a value of $22 billion in 2007 to become the third largest global market, with the country achieving double-digit growth annually from 2002–2007, an average growth of 24% a year. As an advocate, Silva has helped foster a unification of the industry and a closer working relationship with the Brazilian government—resulting in the industry’s R$600 million investment in the production technologies and the government’s reconsideration of tax and trade policies on personal care. ABIHPEC expects beauty exports to have reached $650 million in 2008, but Silva’s ongoing work includes efforts to untangle bureaucracy within Brazil and bring harmony to trade and regulations that have an impact across Latin America as a whole.

Silva also created the first Brazilian trade show dedicated to the cosmetic, toiletry and fragrance industries, and conceived and established the Brazilian Pavilion at Cosmoprof Bologna. Within this vein, his ongoing roles—which also include president of the Association of Cosmetic Manufacturers of São Paulo State, vice president of the Center of Industries of São Paulo State, and positions within packaging, technology and trade organizations—continue to make Brazil and the impact of its beauty industry relevant and game-changing to the market as a whole.

Jane Hertzmark Hudis, President, BeautyBank, Origins and Ojon

A senior member of The Estée Lauder Companies’ management team, Jane Hertzmark Hudis joined the company in 1986, holding various positions, including senior vice president and general manager, Donna Karan Cosmetics; and senior vice president of marketing and sales, Prescriptives. “Throughout my 23-year career at The Esteé Lauder Companies I have been involved in every aspect of the business, including marketing, sales, product development, training, merchandising and creative,” Hudis says. “My greatest lesson as a marketer was in moving to San Francisco to be regional sales manager for Prescriptives. It was there that I learned the business from 360 degrees.” In 2003, Hudis founded The Estée Lauder Companies’ entrepreneurial arm, BeautyBank. As its president, she has pursued non-traditional distribution for unique brand concepts. In July 2008, Hudis launched BeautyBank’s newest prestige brand, Eyes by Design, sold exclusively through home television retailer HSN. “BeautyBank is doing very well,” Hudis says. “We have tapped into a value-conscious consumer on a global basis and have given her exciting new products at the right price point, where she likes to shop. We are offering a luxury experience at more affordable price points. This is what the modern shopping experience is all about.” For her business savvy, CEW presented her with a 2008 Achiever Award.

However, Hudis not only leads the BeautyBank think tank, but also pairs her time with two other brands—Ojon, hair and skin care products sourced from Central American rain forests that she has overseen since December 2007; and most recently, Origins, prestige beauty in the natural and organic segment. “You need to have vision and passion for what you do in order to be a great business leader,” Hudis says. “One must lead by example. When recruiting, it’s essential to recognize talent that reflects your mission, and you must assemble a team that can work together toward a common goal.” For Hudis, communication is the key to having developed BeautyBank’s current working model and creative team, focusing not only on communication, but also on innovation and speed-to-market. “Global relevance is achieved,” she adds, “by working closely with our markets to develop new brand concepts or tailoring existing concepts based on the market needs and opportunities.” Hudis’ goal is to further secure BeautyBank on the global playing field.

Mike Bloom, Senior Vice President, Merchandising, CVS/Pharmacy

In November 2008, CVS/Pharmacy, the retail division of CVS Caremark Corporation, opened its inaugural Beauty 360 store on Dupont Circle in Washington, D.C. Led by Mike Bloom, the Beauty 360 concept is the first of its kind for the retailer with more than 6,200 U.S. drugstore locations. The new upscale venue offers customer-focused services for prestige and niche beauty brands, including Zirh, Me Bath, Ahava, Payot, Supersmile, Japonesque, StriVectin, Borba, Freeze 24/7 and more from the skin care, cosmetics, men’s grooming and fragrance markets.

“This new concept will redefine the beauty shopping experience by providing customers with access to prestige and niche beauty brands as well as an unparalleled level of service,” Bloom says.

Bloom, who has more than 25 years of retail experience, joined CVS in 1991. Since then, he has served in various merchandising positions and was promoted to senior vice president in 2003. In the position, he oversees the company’s multibillion and multimillion dollar categories, including health care, beauty, photo, consumables, private label, general merchandise and visual merchandising. In 2007, annual revenues for CVS Caremark Corporation amounted to $76.3 billion. Beauty 360 promises to boost revenue even further. To save shoppers time, signature services feature mini-manicures, express facials, hand massages and makeup application consultations in stores adjacent to CVS/Pharmacy locations. The corporation will unveil additional Beauty 360 pilot stores in 2009.

Lydie Hayek-Rocque, Vice President, Commerce & Marketing; Jean Pierre Guay, President, Garraud Paris