Shiseido taps new president of Bare Escentuals to transform BareMinerals brand

Shiseido Americas Corporation, the US-based subsidiary of Tokyo-based Shiseido has appointed Susan Jurevics as its new President of Bare Escentuals Beauty, Inc. to lead all aspects of the BareMinerals brand.

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Marc Rey, President and CEO of Shiseido Americas, explained the direction the company wants to take with BareMinerals. Specifically, he noted the brand needs help navigating "the rapidly changing digital landscape" and that it will be exploring "new methods of driving consumer engagement" under Jurevics' leadership.

Jurevics has built her career in storytelling and brand marketing. She comes to Bare Escentuals most recently from her role as CEO at J.K. Rowling's Pottermore. Pottermore is the digital entertainment, e-commerce and news company for the Harry Potter brand.

A key accomplishment of hers that BareMinerals will be relying on is how she evolved the Harry Potter brand to continued success in the face of a changing consumer marketplace. She created a sustainable direct-to-consumer business by changing the assortment and overall business model. Consumers can expect similar changes for BareMinerals.

Rey said that Jurevics' "bold digital expertise and strong storytelling ability... will further propel [the] brand to its next level of growth.”

In addition to leading Harry Potter, Jurevics has held key roles with Sony, including SVP. She is credited with transforming Sony's old e-commerce site into one that has better performance. She also increased the brand's reach and impact on social channels during her time there.

Prior to Sony, she held key positions at Mattel and Nickelodeon.

Jurevics will report to Rey in the Americas but she will lead the BareMinerals business globally. Her role as President of Bare Escentuals will be effective July 17, 2017.

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