Bobbi Brown Case Study

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Bobbi Brown left her brand in 2016, but her legacy and goals continue to be upheld. In January 2018, John Schnatter of Papa John's stepped down as CEO, he will remain a chairman of the company. Carolina Herrera gave up her role as Creative Director in February 2018, she has plans to still be involved as a brand ambassador. While there are a lot of business leaders who have stepped down from companies over the last two years, it was difficult to find B2C brands with leaders who were the face of the company at the time they stepped down. It was even more difficult to find cases where the transition was successful. After searching extensively through recent news and press releases, we were only able to come up with three case studies fitting the requirements of this request. Each brand was chosen based on their success and popularity. Please dive into our findings below: BOBBI BROWN COSMETICS Bobbi Brown left her namesake makeup brand in October 2016. On ABC's podcast, she describes leaving as a …show more content…

Since she created the brand 37 years ago, reports claimed that she was retiring but she disputed this by stating that she was only 'moving forward.' However, she still plans to be involved as a 'Global Brand Ambassador.' She expressed that she was "thrilled with the evolution of the company over the past 37 years…There is still so much opportunity and I look forward to continuing to represent this house and our projects all around the world." She appointed Wes Gordon to take on her role as Creative Director. Herrera's final show was filled with love. As the Washington Post describes it, "Herrera emerged to a standing ovation and sustained applause...After taking her bows, Gordon emerged from stage right to present her with dozens of red roses." Based on Herrera's support of the new Creative Director, Wes Gordon and of the company, it looks like this transition is on track to be a

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