THE WHAT?    Freddy Bharucha has been appointed as the inaugural president of Procter & Gamble’s (P&G) North America personal care and beauty operations, having previously served as the company’s senior vice president for the North America personal care division and Old Spice global brand franchise for five years; in his new role, he will also oversee P&G Beauty’s media efforts, lead cross-category retail strategy, and sit on the board for the Personal Care Products Council, remaining based in Cincinnati, Ohio.

THE DETAILS  P&G Beauty’s decision to create this new position stems from Freddy Bharucha’s proven track record of driving brand, business, and organisational growth, with a focus on tapping into emerging synergies across the fast-paced North American beauty market, while maintaining the independent operation of distinct categories

THE WHY?  Bharucha’s extensive 21-year tenure at P&G, starting as an assistant brand manager and spanning various roles across personal care, skin care, and hair care, has led to his promotion to president, a recognition of his leadership impact and his mandate to strengthen connections with consumers, retail partners, and stakeholders, according to P&G Beauty CEO Alex Keith and Markus Strobel, president of P&G skin and personal care.