The Estée Lauder Companies has appointed Matthieu Cheyrou to Vice President/General Manager, Clinique, Travel Retail Worldwide (TRWW) while Tracy Xu becomes the division’s Vice President/General Manager for the Origins, Aveda and Lab Series brands.
Both positions are effective from 1 January, 2023.
Xu will report directly to Israel Assa, Global President, Travel Retail with matrix reporting lines to Michael Marcano, Vice President/General Manager, International, Origins; Amanda Le Roux, Senior Vice President, International, Aveda; and Edouard Marchand, Executive Director, International, Darphin Paris and Lab Series.
The announcement included that Xu will join the ‘Travel Retail Leadership Team’.
Xu will be responsible for managing the brand experiences for Origins, Aveda, and Lab Series in TRWW. She will accelerate distribution, channel, and consumer engagement, fuelling brand equity and maximising sales and profit growth within this essential global channel.
Xu will leverage her deep international market expertise to continue to drive success for the three brands.
Most recently, she served as Executive Director, Marketing, Bobbi Brown, TRWW. In this role, she oversaw the strategy development for the brand to gain market share.
“Tracy’s efforts contributed to the brand’s growth, market share, and rank gains,” said ELC.
“Tracy navigated the brand through the Covid retail environment, pivoting to drive growth in China and Hainan while protecting and preparing core markets for travel rebound. In partnership with Global brand heads, she tailored launches with relevancy to the traveling consumer.”
Additionally, Xu developed a three-year category evolution plan, driving complexion category growth in the channel, added ELC. She also managed the roll out of visual merchandising focused by format and consumer corridor to support hero product focus.
In June 2022, Xu took on a secondment and served as Acting General Manager, Origins, Aveda and Lab Series, Travel Retail Asia Pacific, where she managed distribution planning, post-COVID re-opening strategy, and retailer partnerships. Her successor will be announced at a later date.
Matthieu Cheyrou will report directly to Israel Assa, Global President, Travel Retail with a matrix reporting line to Bart Sayer, Global Senior Vice President/General Manager, International, Clinique.
Cheyrou will also join the ‘Travel Retail Leadership Team’.
In this role, Cheyrou will manage the Clinique brand in TRWW, ensuring travellers around the world experience the best the brand has to offer.
Working with our retailer partners, he will be responsible for driving continued growth for Clinique by expanding distribution and consumer reach, as well as profitability and innovation within this critical channel.
Cheyrou previously served as Vice President of Marketing, Estée Lauder, TRWW where he reinforced brand leadership in the channel by designing consumer-centric brand building activations around key shopping moments and new product launches.
He consistently drove an omni-channel mindset in all new activities including Estée Lauder Travel Retail exclusive campaigns.
Partnering with retailers and TR regional teams, he also launched new omni-channel business models and supported the opening of new flagship Estée Lauder counters. His successor will be announced at a later date.