Baptiste Belaid

Leading the overall brand image of Ultra Doux / Whole Blends (US) globally.

Developing a new brand image with key objectives: more premium, more modern/bold, more effective, more attractive.

I spearheaded major communication campaigns that transformed the image of a 100+ year-old brand and relaunched its growth.

Managing international strategy and portfolio development: Ashita Supreme, Izumi Tonic, Ultimate Reset, Urban Moisture, Yubi Blonde, Color Lustre, Muroto Volume, Silk Bloom.

KPI: Double-digit growth across the entire hair care product portfolio.

I led the development of new projects, from product conception to full market launch, including all online and offline activation content, as part of the brand's three-year global launch plan.

KPI: I achieved the three biggest launches in the brand's history: Ashita Supreme, Izumi Tonic, and Ultimate Reset overnight serum.

I also developed the e-commerce strategy, created international guidelines, and grew online sales.

Developed collaborations with Japanese artists/companies such as Hiroko Takahashi, Hello Kitty, and Sailor Moon.

Managed and coordinated project teams (R&D, engineering, logistics, operations, legal, regions) to optimize the commercial potential of launches and adapt global strategies to specific market needs.

Liaised with all global stakeholders in key markets (China, US, Europe) to harmonize brand execution and lay the groundwork for sustainable growth.

Contributed to the development of Kérastase, one of the most dynamic brands in the haircare market.

With the 360° launch of Blond Absolu, Genesis, Chronologiste, Curl Manifesto, and Chroma Absolu, developing comprehensive online and retail content (including packaging design, pricing, storytelling, media content, point-of-sale experience).

Managed research institutes to gather relevant insights that contribute to brand strategy development.