THE WHAT? Shiseido has announced key managerial changes, with Yaël Tuil appointed to the newly created position of VP Global Fragrance Business Excellence for Shiseido EMEA (Europe, Middle East and Africa), while Audrey Briotet has been announced as the new VP Global Fragrance Brands. 

THE DETAILS In her new role Tuil will be tasked with leading the company’s global fragrance strategy, optimize “operational marketing, superior commercial excellence and efficient media, digital and PR investments to meet Shiseido’s medium- and long-term objectives; to maximise the potential of the company’s brands; and to turn the global fragrance organisation into a driver of growth.”

Tuil has vast experience within the industry, having previously spent 17 years with Coty. 

Having joined Shiseido in 2012, Briotet will now work on all Shiseido fragrance brand activities while defining the brand-portfolio strategy.

Franck Marilly, President and CEO of Shiseido EMEA and Global Fragrances, said, “Relying on the Brands and Business Excellence pillars, I am convinced that Yaël and Audrey will set up an efficient and optimized organization to support the growth ambition of our fragrance portfolio globally.”

THE WHY? The appointment comes at a period of growth for Shiseido, with the women’s collective experience set to help ‘drive the evolution of the organization involving all fragrance teams.’

The company stated that they will, “leverage their know-how and experience, and continue to deliver fragrance excellence and bring fragrance expertise to the Shiseido family.”