Japanese beauty brand Shiseido has announced the appointment of Serena Giovi as Senior Vice President of the Buxom brand, which forms part of the Bare Escentuals portfolio.

As part of her new role Giovi will head up Buxom in the in the company’s Global Makeup Centre of Excellence incubator for emerging brands and will be responsible for overseeing creative, marketing, retail development and direct-to-consumer operations.

Jill Scalamandre, President of the Global Makeup Center of Excellence, said, “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,” “She is a highly respected industry executive  who  brings  beauty  experience across a diverse portfolio of brands, business models and distribution channels. 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.”