How do brands compete in the ever-shifting fragrance landscape? Cosmetic Executive Women (CEW) went behind the scenes with 3 leaders in the fragrance industry at its sold-out October 23, 2014 Beauty Insider Series: Fragrance: The Next Chapter event to uncover the critical elements of successful fragrance brands.
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Panelists Raymond Cloosterman, Founder & CEO, Rituals Cosmetics; Camille McDonald, President, Brand Development and Merchandising, Bath & Body Works; and Adriana Medina Baez, Perfumer, Givaudan shared their brands’ unique approaches to innovation and product development. They also discussed evolving consumer buying habits and how to gain a deeper understanding of customers through in-store engagement and consumer testing. The panel was moderated by Jenny B. Fine, Editor of WWD Beauty Inc.
“These three industry leaders know the fragrance landscape firsthand and play such a vital role in the growth of the industry,” says Carlotta Jacobson, President of CEW. “CEW members are so fortunate to learn from Raymond, Camille and Adriana.”
This event was sponsored by SHAPE, Givaudan, 24 Seven, Grace Beauty, Pistol Studios, La Compagnie, Beauty Inc, WWD, Kaplow Communications, and RG3.0 & Partners. CEW is a nonprofit professional organization with over 6,000 executives, both women and men, in the beauty, cosmetics, fragrance and related industries. For information about CEW membership, visit cew.org.
About Raymond Cloosterman, Founder & CEO, Rituals Cosmetics
Raymond Cloosterman is founder and CEO of Rituals Cosmetics. From a basement on an Amsterdam canal house in 2000 he worked, together with a small but passionate team, on the opening of the first Rituals store in Amsterdam’s Kalverstraat shopping street. With its unique combination of skincare, body cosmetics, precious mineral makeup, men’s and home care products, Rituals unites advanced technology with ancient Far Eastern rituals to present an exclusive range of affordably priced products that turn everyday routines, like bathing and shaving and taking tea, into meaningful rituals.
About Camille McDonald, President, Brand Development and Merchandising, Bath & Body
In 2004, Bath & Body Works tapped McDonald to lead a radical branding transformation of the personal care retailer. McDonald led the development team that applied a luxury lens to the Bath & Body Works’ assortment, effectively repositioning and restaging the brand’s key assets — Signature Collection, Bath & Body Works’ trademark fragrant body care collection and the Bath & Body Works’ Antibacterial Collection. In 2012 McDonald’s responsibilities expanded to include the Home Fragrance category, which has enjoyed explosive growth over the past three years, recently breaking through to achieve the #1 market share in the specialty store home fragrance segment. McDonald currently serves as President of Brand Development & Merchandising at Bath & Body Works.
About Adriana Medina Baez, Perfumer, Givaudan
Adriana joined Givaudan in 1994 after graduating from college. She attended the Givaudan
School of Perfumery in Argenteuil after working for Givaudan for six years. She started in the
Consumer Product division as a perfumer and in 2005 she joined the Fine Fragrance studio.
Adriana has developed impressive successes Fine Fragrances and Specialty products for clients such as Bath and Body Works, White Barn Candle and Company, Victoria’s Secret and Avon among many others.
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