HSN hired Alicia Valencia as senior VP of beauty, giving her responsibility for leading the company's innovation in beauty merchandising, product development, planning and programming strategies. She is expected to strengthen HSN's competitive positions and grow product offerings.
Valencia has 30 years of experience in the beauty industry and joins HSN from Estee Lauder where she managed and developed the following brands: Estee Lauder, Bobbi Brown Cosmetics, Crème de La Mar and Jo Malone London.
She served as VP and general manager, North America for Bobbi Brown for the past two years and as VP, global education, artistry and events of Bobbi Brown for three years prior. In total, Valencia spent 20 years at Estee Lauder.
Earlier in her career, Valencia was with Federated/Allied stores (now Macy's) for 10 years.
"The beauty business is a key driver of HSN's growth and there is no one in the industry who is as capable and accomplished as Alicia to take it to the next level," said Anne Martin-Vachon, HSN's chief merchandising officer.
Upon the announcement of her hiring, Valencia said, "I admire how HSN has redefined the way in which beauty products are merchandised and sold for millions of American women. I am looking forward to building on the category success HSN has achieved across its multiple channels."
Valencia's role as VP of beauty is effective immediately. Press Release