Estée Lauder Shifts Makeup Strategy to Social-First
The company’s new communications leadership will implement culture-led tactics to drive engagement across its makeup portfolio.
Updated on Oct. 27, 2026 in People
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Estée Lauder Companies has appointed Rachele Testa Schaefers as executive director of global communications for its makeup portfolio, including Bobbi Brown and MAC Cosmetics. The hiring signals a shift toward a social-first communications strategy to drive consumer engagement.
Why it matters
The move reflects a broader industry priority to revitalize brand relevance through culture-led outreach. Operators in consumer goods should note this pivot toward social-first strategies as a response to evolving digital consumption habits.
The leadership change follows two decades of industry experience brought to the role by Schaefers. The extent of the budget shift to support this social-first communications approach is currently unknown.
The players
Rachele Testa Schaefers
An experienced communications executive who previously served as vice president, global communications at VaynerX.
Estée Lauder Companies
A global manufacturer and marketer of prestige skincare, makeup, fragrance, and hair care products.
Gaétane Baudry
A senior leader recently appointed as senior vice president and global general manager for Bobbi Brown.
The details
Schaefers will oversee the communications strategy for Estée Lauder's makeup brands with a mandate to implement a social-first, culture-led approach. This function is intended to drive brand relevance and business impact across a portfolio that includes Bobbi Brown and MAC Cosmetics. The transition follows the recent appointment of Gaétane Baudry as global general manager for Bobbi Brown, suggesting a concerted effort to align leadership with these new engagement objectives.
Timeline
October 8, 2026: Gaétane Baudry assumes her role as senior vice president and global general manager for Bobbi Brown.
October 21, 2026: Estée Lauder Companies formally announces the appointment of Rachele Testa Schaefers.
Market Landscape
This hiring move follows the documented trend toward social-first consumer engagement strategies, which legacy beauty firms are increasingly adopting. It represents a pivot from traditional public relations toward culture-led outreach to compete for market share.
Business owners should monitor how these shifts in communication strategy impact customer engagement metrics within their specific segments. Evaluate if current outreach models require a similar pivot toward social-first implementation to maintain brand relevance.
The takeaway
Legacy firms are increasingly prioritizing cultural agility in their leadership ranks to maintain parity with agile, digital-native competitors. Operators should track the performance of these new communication models as a proxy for the effectiveness of social-first brand revitalizations.
Further reading
For additional insights on executive transitions, visit People.
Source note: This article includes information reported by FashionNetwork.
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