02.01.17
Shiseido Americas named Alexandra Papazian general manager of Laura Mercier, effective March 1, 2017. Based in New York, Papazian will be responsible for the development and execution of the overall strategy for the Laura Mercier business in the US and abroad. In addition to establishing the brand’s broader goals and objectives, she will focus on increased marketing efforts, product development, digital outreach and international expansion.
Nancy Bernardini, current general manager of Gurwitch Products, will remain in her role to assist in the transition until April 30, 2017, at which time she will be leaving the company. Papazian joins Shiseido Americas after 15 years at L’Oréal, in the US and in France, where she successfully led high-profile luxury brands like Giorgio Armani, Yves Saint Laurent, Viktor & Rolf and Shu Uemura. She successfully repositioned Yves Saint Laurent Beauty in the US as a key player and took Viktor & Rolf’s Flowerbomb to top three ranking in women’s fragrances.
Most recently, she led sales for Fine Department Stores for luxury designer signatures Ralph Lauren, Giorgio Armani, Yves St Laurent, Viktor & Rolf and Maison Margiela.
Nancy Bernardini, current general manager of Gurwitch Products, will remain in her role to assist in the transition until April 30, 2017, at which time she will be leaving the company. Papazian joins Shiseido Americas after 15 years at L’Oréal, in the US and in France, where she successfully led high-profile luxury brands like Giorgio Armani, Yves Saint Laurent, Viktor & Rolf and Shu Uemura. She successfully repositioned Yves Saint Laurent Beauty in the US as a key player and took Viktor & Rolf’s Flowerbomb to top three ranking in women’s fragrances.
Most recently, she led sales for Fine Department Stores for luxury designer signatures Ralph Lauren, Giorgio Armani, Yves St Laurent, Viktor & Rolf and Maison Margiela.