The company wants impulse its luxury brands, and therefore, they have decided to create a new division in Kering: 'Kering Beauté'. The maximum leader of this, will be Raffaela Cornaggia, who has the aim to develop the category of beauty for Balenciaga, Alexander McQueen, Bottega Venneta, Pomellato and Qeelin. Cornaggia count with 25 years in the sector of the beauty and has formed part during 10 years in L'Oréal, where she has exerted roles of responsibility in Italy France.
Jean-François Palus, CEO of Kering Group has declared that he is very pleased with the incorporation of the professional to Kering: "I am so glad to welcome Raffaella Cornaggia. She will offer us of a considerable experience in a segment that consider strategically important for our houses. We are building this new area of specialisation inside our group, to guarantee that our marks can reach all his potential in this category".
From Kering Beauté, as it announces the skilled portal in fashionable information, 'Fashion United', will look to stimulate the development and the growth inside the cosmetic and the beauty.
"The creation of Kering Beauté will allow to the Group support to these marks in the development of the category of Beauty, that is a natural extension of his universe", have specified sources of the French company through a communiqué. "Kering trusts" in that this new step in their strategy "can create value for the Group and for his houses", keeping in mind "each one of his only own" identities, and in addition to a "totally coherent way with their strategies and positioning in the market".
Kering creates the place of Director of Brand Protecition
Besides, as it advanced yesterday Modaes.com, Kering gives step to a new strategy of protection. After the scandal suffered with the controversy of the last advertising campaign of Balenciaga, brand that belongs to the group Kering, the group has done official the creation of a new job in the structure of their organisation chart: director of brand protection.
It is still unknown who will be responsible for taking up this position, but among their main tasks will be to oversee the security of the brands belonging to the Kering group, as well as to review advertising campaigns before they are launched. As reported by the digital fashion media, they will also hire an external communication agency that will oversee the marketing and advertising areas, and will also expand the number of staff in their internal team that reviews moodboards.
The CEO of Kering has stated that it has been a scandal that has significantly damaged Balenciaga and has assured that the brand has perceived the impact generated by the controversy of the campaign in the decrease of its sales.