Shiseido Americas Corporation has appointed Serena Giovi as Senior Vice President of Buxom, a global brand within the Bare Escentuals portfolio. Serena, who most recently served as Senior Vice President of Marketing at Coty, will lead the Buxom brand in Shiseido’s Global Makeup Center of Excellence incubator for emerging brands and will report to Jill Scalamandre, President of the Global Makeup Center of Excellence.

“Serena is a welcome addition to the Shiseido family as we continue to build our regional resources and capitalize on the strengths of our Global Centers of Excellence,” said Jill. “She is a highly respected industry executive who brings beauty experience across a diverse portfolio of brands, business models and distribution channels.”

Serena has more than 15 years of experience leading the development and execution of marketing initiatives, product development and sales across beauty organizations, and has held key positions at Patriarch Partners, Maybelline, Ralph Lauren and Biotherm. As Senior Vice President of Buxom, Serena will oversee the global creative, marketing, retail development and direct-to-consumer operations for the brand.

“Her expertise will greatly benefit the Makeup Center of Excellence and we look forward to leveraging her many talents as we continue to grow the Buxom brand,” said Jill.

Her new position will be based in New York.