Estée Lauder’s Fragrance Division Taps Patrice Béliard and Cédric Murac

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By Pete Born

Patrice Béliard, previously president of Beauté Prestige International USA at Shiseido, has joined the Aramis and Designer Fragrances division of Estée Lauder Cos. Inc., as senior vice president and general manager of global market development.

Béliard’s appointment shared the stage with that of Cédric Murac, who is joining the division as vice president, global creative.

Murac will be responsible for all global creative strategy, including conceptual work and execution.

Béliard will oversee the global development of the division’s eight designer fragrance brands, reporting to Daniel Annese, global brand president.

He will also work with Caroline Geerlings, managing director of ELC Ventures, in helping to shape the strategies of some of the niche brands Lauder recently acquired.

While at BPI since 2000, Béliard more than doubled the business, according to Lauder, through internal and external growth. The Narciso Rodriguez business was expanded, Hermès shops-in-shop were rolled out, and the company became the distributor of Burberry and Ferragamo.

He is set to start work on Aug. 16.

Murac, who has been in advertising, fashion and luxury marketing for 15 years, has been aligned with such Parisian agencies as Publicis 133 Lux, BETC Luxe and Mazarine Mademoiselle Noï. He worked on several campaigns, including Paco Rabanne (One Million, Invictus), Carolina Herrera Fashion and Fragrances, Louis Vuitton, Lancel, Biotherm, Lanvin Parfums and Lacoste.

Murac, who also will report to Annese, is due to begin work on May 31.

Béliard is assuming duties previously handled by Quita Davis, who took a top post inside Bobbi Brown in the U.K. Murac succeeded Elizabeth Bogert, who left the company.

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