Is Estée Lauder (EL) Using New Bobbi Brown Leadership to Reframe Its Brand-Led Recovery Story?

In early October 2026, The Estée Lauder Companies appointed Gaétane Baudry as Senior Vice President and Global General Manager of Bobbi Brown, charging her with leading the brand’s global strategy, innovation agenda and consumer engagement from New York. Her deep luxury beauty experience across Shu Uemura, Giorgio Armani Beauty, Helena Rubinstein and Lancôme gives Estée Lauder an experienced operator to refine Bobbi Brown’s positioning and execution at a time when the group is emphasizing...