Nathalie Barakat
High-end skincare marketing & product innovation professional with 7+ years of experience across global beauty groups, dermocosmetic brands and expert-led niche skincare.I specialize in building skincare territories at the intersection of science, desirability and business performance, from 3-year innovation roadmaps and portfolio arbitration to product launches, brand repositioning and 360° activation.My work focuses on regenerative skincare, longevity science and scientific storytelling, with international exposure across EMEA, APAC, LATAM, the US, and the Middle East.I have led cross-functional projects involving formulation, packaging, regulatory, supply, finance, digital, retail and creative partners, translating complex skin science into clear consumer propositions and premium brand experiences.My career across Lancôme, Embryolisse and Cosmetics 27 combines global beauty group discipline, dermocosmetic expertise and premium niche brand strategy, with exposure to large-scale product marketing, sustainability-driven innovation and agile entrepreneurial skincare environments.
Lead product development and brand marketing initiatives for a premium regenerative skincare brand positioned at the intersection of luxury, skin physiology and longevity science: - Defined the 3-year innovation roadmap and category strategy, including portfolio arbitration, launch prioritization and reformulation planning. - Created and launched a new strategic franchise, from opportunity assessment and positioning to portfolio architecture, innovation roadmap and market execution. - Led the repositioning of the brand around regeneration and longevity-driven skin science, translating the strategy into product innovation, storytelling and launch activations. - Elevated the brand's visual identity and premium codes to strengthen consistency between positioning, product experience and consumer perception. - Led end-to-end product development across skincare and haircare categories, from business case and forecasting to launch execution and 360° activation. - Coordinated multidisciplinary stakeholders across formulation, regulatory, supply chain, finance, creative, digital and retail, as well as external partners including laboratories, agencies and testing providers. - Drove key growth initiatives, including the revitalization of an existing reference into a Top 3 bestseller and the launch of a strategic SKU achieving 85% distribution. - Supported international expansion across strategic markets including China, the US, the Middle East and Europe. - Team management: supervision of 1 project manager and 1 apprentice
Led marketing development and portfolio strategy for a French dermocosmetic skincare brand distributed across pharmacy and international markets: - Managed 7 face & body skincare ranges and 1 make-up line, defining the 3-year marketing roadmap across innovation, reformulation and repositioning priorities. - Drove portfolio development and optimization by identifying growth opportunities and strengthening product relevance across pharmacy and export markets. - Led key product launches, including two references that ranked Top 2 and Top 3 in sales within the portfolio. - Coordinated end-to-end product development with internal teams and external partners across formulation, regulatory, supply, finance, digital, retail and communication. - Managed and mentored 2 junior profiles, ensuring alignment, execution quality and delivery across the product portfolio.
Developed luxury skincare and gifting projects within Lancôme global international marketing development department across US, EMEA, APAC and LATAM markets: - Led the development of a new clean & natural skincare franchise across US, EMEA and APAC markets, including 5 new product launches and 6 product renovations. - Built the product offer from market analysis to concept development: trends, category performance, consumer insights, positioning, target definition, range architecture and go-to-market strategy. - Redefined the franchise visual identity and packaging codes, coordinating agency briefs across logo, graphic charter and packaging design. - Managed business framing including industrial costs, pricing, sales forecasts and profitability analysis. - Coordinated end-to-end product development with packaging, lab, suppliers and creative agencies, ensuring planning milestones and launch timelines were met. - Defined the 360° activation plan and developed international marketing books and launch assets for local markets. - Led the 2022 skincare gift sets campaign across EMEA and LATAM, developing 22 references from offer strategy and design to pricing, forecasting and market deployment. - Delivered the strongest skincare gift set performance in 10 years, with +200K units sold vs. 2021. * Managed 1 intern
Contributed to Lancôme’s beauty tech and personalization initiatives, enhancing consumer experience across digital tools and flagship retail environments: - Developed digital diagnostic and personalization concepts, including a Lash Diagnostic app and an online Shade Finder tool. - Supported the implementation of interactive beauty tech tools for Lancôme’s new Paris flagship store, including interactive beauty walls, UV printing, engraving machines and fragrance robot. - Coordinated development with R&I, make-up marketing, tech teams and creative agencies to ensure consistency between product expertise, user experience and brand codes. - Developed communication assets for Le Teint Particulier, Lancôme’s on-the-spot personalized foundation service. - Managed the rollout of the digital make-up Virtual Mirror tool, including shade calibration, market reference availability and weekly communication updates to countries.