Alex Keith Portrait Simone Lezzi/WWD In WWD Beauty Inc’s annual ranking of the globe’s greatest beauty producers by sales, only one company in the very best five managed to eke out a sales boost in 2020: Procter & Gamble. Main government officer of beauty, Alex Keith has not simply reversed the fortunes of P&G’s beauty small business, she has bolstered its posture being an sector chief in critical parts like sustainability, innovation and buyer marketing and advertising. Keith spearheaded the generation with the Responsible Beauty platform, a techniques-contemplating method of organization that encompasses almost everything from products advancement to corporate habits. It's been so profitable that P&G not too long ago named Keith govt sponsor of company sustainability for the whole organization.
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Back in the beauty sphere, when stalwart manufacturers like Olay, Pantene and Head & Shoulders have all performed very well, Keith can be leading with the eye to the longer term, incubating manufacturers each substantial and little to raised provide buyer desires. From My Black Is Beautiful hair treatment to check out Me Beauty for estrogen-depleted skin to Nou, a Gen Z-targeted hair treatment brand produced solely with Walmart, Keith has revealed she is familiar with how to remain a person phase in advance of customers. “All of our manufacturers which have been massive brand names began as little makes,” she told WWD before this year. “We’re usually innovating and at the heart of innovation is experimentation.”