Borghese preps for brand relaunch, appoints global president

By Deanna Utroske

- Last updated on GMT

Borghese preps for brand relaunch, appoints global president

Related tags Procter & gamble Brand

The cosmetics and skin care company intends to energize its product lines by focusing on direct-to-consumer platforms and global distribution, a strategy laid out by the ‘brand builder’ newly in charge at Borghese.

The New York– based beauty company announced this week the appointment of Christopher Stephen West as global president. The Borghese press release describes West as “an internationally-recognized builder of brands, business, and organizations.”

West, who previously worked on P&G brands including Olay, Cover Girl, and Max Factor, will lead the company’s forthcoming relaunch.

Next up

Borghese is already a global brand, selling product at spas, apothecaries, and retailers in the US, Europe, and Asia, as well as online. The company’s product lines include skin care, color cosmetics, body care, hair care, sun care, fragrance, and more.

West intends to strategically further the international reach of the company. He has “plans to grow investment and turnover in direct-to-consumer platforms as well as implement a global approach to marketing and sales,” ​according to the release.

Furthermore, he will “roll out the brand's innovative and youthful skincare lines through increased international distribution.” ​The company also expects that he’ll use his experience as a brand builder to strengthen Borghese’s position in the market.

Most previously, West was partner and managing director at the global brand business development firm TRAUB. His specialty there was growing client revenues and brand presence. He even repositioned the firm itself.

D2C

Direct-to-consumer platforms rely heavily on brand loyalty and consumer passion. Shoppers don’t discover products in a D2C space the same way they can on store shelves.

The ins and outs of Borghese’s plan aren’t yet known. But for brands that do it well, D2C can save costs that can translate into consumer discounts and increased spend.

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