Papazian will be based in New York, and will be responsible for the development and execution of the overall strategy for the Laura Mercier business in the U.S. 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.
She will report to Jean-Marc Plisson, president of the Beauty Prestige Group. 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.
Marc Rey, president and CEO of Shiseido Americas, said, “I am excited to welcome Alexandra as we continue to grow our global prestige portfolio with the addition of the Laura Mercier brand. Alexandra is a proven leader in the beauty business, with an outstanding track record, and she will be a tremendous asset to Laura Mercier as the brand continues to accelerate. I am grateful for Nancy’s partnership in managing the transition and for her tremendous leadership in guiding the Laura Mercier and RéVive businesses over the past four years. I am confident that the Laura Mercier business will be in good hands with Alexandra.”
Papazian joins Shiseido Americas after 15 years at L'Oreal, in the U.S. 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 U.S. as a key player and took Viktor & Rolf’s Flowerbomb to top 3 ranking in women’s fragrances. Most recently, Papazian led sales for Fine Department Stores for luxury designer signatures Ralph Lauren, Giorgio Armani, Yves St Laurent, Viktor & Rolf and Maison Margiela.
Papazian said, “Shiseido Americas and Laura Mercier are forging an exciting new path in the cosmetics industry, and I am thrilled to join them. I look forward to doing everything I can to help this iconic and much-loved brand continue to thrive and reach customers around the world.”