The Estée Lauder Companies (ELC) has appointed a new President of Global Brands for Aveda and Bumble and bumble.
The company recently announced that longtime beauty executive Shane Wolf will be stepping into the role, effective July 1. As president, Wolf will report to Jane Hertzmark Hudis, the Executive Group President of The Estée Lauder Companies, and join the company’s executive leadership board.
With more than 25 years of haircare experience across brand management, marketing, education, and artistry, Wolf’s extensive experience will help to accelerate ELC’s growth ambitions in the global hair care category. In his new role, Wolf will have direct responsibility for Aveda and oversight of Bumble and bumble. Additionally, he will partner closely with Hudis on the enterprise hair care strategy to help drive category breakthroughs and share gains.
“Shane is an innovator, a creative brand leader, and a disruptor in haircare,” said Hudis. “Shane’s appointment reflects our company’s commitment to maximizing the growth potential of our hair care brands and building out our position in this important category.”
As president of Aveda, Wolf will be responsible for leading the brand’s growth strategies on innovation, conceptual marketing, and digital media with a focus on local relevance and deepening consumer understanding and connection to Aveda’s vegan and plant-powered approach to high-performance hair care, wellness, and body care. He will also continue to advance the brand’s leadership in sustainability and strengthen the articulation of Aveda’s unique equity and cutting-edge style to ignite excitement from artists and consumers globally.
Prior to this appointment, Wolf spent many years working in hair care at L’Oréal, where most recently he held the position of Global President, US Brand, Professional Products Division. During his time at the company, he held GM positions spanning Pureology, Redken, Kerastase, Shu Uemura. Prior to L’Oréal, Wolf worked at Aveda and Wella. In addition, he also launched Seed Phytonutrients in partnership with L’Oréal.
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