With over 20 years’ experience in Beauty, this 100% L’Oréal talent had already joined the hyper-connected make-up brand, a star of social networks, in 2019. As World President, she is expected to push the slider of success even further, notably by leveraging partnerships with Hollywood’s greats!
Is this a side benefit of the current success of the Barbie movie?
Coincidence or not, American Denée Pearson has just been appointed Global President of NYX Professional Makeup. And she is behind a partnership between this brand and the first film featuring Mattel’s famous doll…
Founded in 1999 in Los Angeles and quickly becoming a darling of the younger generation and influencers, the hyper-connected makeup brand had been acquired in 2014 by the number one in Beauty, the French group l’Oréal.
“Entertainment Beauty Brand”
Joining NYX in 2019 as Senior Vice President of Global Brand Innovation, where she led the brand’s global marketing, product development and social media teams, Denée Pearson had given it new impetus by bringing it into the world of “Entertainment Beauty Brands”. Thanks to her, NYX has signed partnerships with some of the industry’s biggest names. She has starred in the Netflix series “Casa De Papel“, Disney’s “Avatar: The Way of Water” and, most recently, “Barbie”, co-produced by Warner Bros and Mattel…
According to the industry’s trade press, it has also revamped its innovation strategy, via the launch of best-sellers and products popularized via TikTok such as Shine Loud High Shine Lip Color, Fat Oil Lip Drip or Brow Glue.
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20 years’ experience in Beauty
Denée Pearson succeeds Yann Joffredo, who has held the position of Global President of the company since 2018. She will be responsible not only for driving business growth, but also for continuing to develop the brand through digital innovations.
In her new position, she will be able to draw on her experience at NYX as well as her more than twenty years’ experience in the Beauty sector.
A graduate of the Fashion Institute of Technology, Denée Pearson was quickly spotted by L’Oréal, which in 2014 enabled her to benefit from its Executive Women’s Leadership program at Harvard University.
She has already had a superb career with the world’s leading beauty company, having joined in 2001 as…just a trainee!
She quickly moved into positions of great responsibility, as Manager and then Director of Marketing in the USA for Lancôme from 2004 to 2011, then as Assistant to the Vice President and then as Vice President of Global Marketing at L’Oréal Luxe from 2011 to 2013. She then returned to Lancôme at the beginning of 2014, as Vice President of Retail Marketing in the United States, before joining Maybelline Cosmetics in mid-2015, where she held the position of Vice President of the International Marketing division. Before finally joining NYX in 2019…
Diversity and inclusion
Generally speaking, in addition to her undeniable leadership, this 100% l’Oréal talent is recognized for her ability to engage brands in favor of diversity and inclusion. At NYX Professional Makeup, she has already deployed these levers, via products and campaigns, in the service of the brand’s community.
An invaluable asset for a brand originally targeting professionals, whose aura very quickly spread to the general public in the 2000s via word-of-mouth and social networks such as Instragram, Twitter, Snapchat and Youtube. A communication strategy that has continued ever since, and which has also enabled NYX to be highly pro-active with regard to market trends, spotted on the networks by its development teams.
NYX Professional Makeup’s low-cost, professional-quality products and extensive color palette (with over 2,000 references) have won over not only consumers, but also the beauty influencers who have quickly made it a household name.
Influential brand
Today considered one of the most influential make-up brands and a favorite of the younger generation, NYX Professional Makeup is distributed in over 70 countries, both online, via its website, and via thousands of physical points of sale, from its own stores to multi-brand beauty and fashion outlets.
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Photo à la Une : NYX
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