Stila targets travel retail with new appointments – 23/02/09

US. Stila Corp has confirmed three executive appointments to the Stila International team, which is charged with the global expansion of the Stila brand. The team’s focus will be to sustain growth in existing markets, and to expand in Europe and Latin America, with emphasis on the travel retail channel.

Norm Barsky has been named Vice President of Stila International, through his BrandWorks International company. A beauty industry veteran of 30 years, Barsky was previously Vice President International at Smashbox Cosmetics, and has worked with and pioneered many brands in the beauty industry.

Formerly a consultant for Stila, Barsky has led the brand’s recent new market openings in Hong Kong, Mexico, Sri Lanka, South Africa and the Philippines.

“I am very excited to be working with the Stila International Team,” he noted. “My experience with Stila over the last year has shown me that there is a great awareness of the brand globally and women everywhere are very loyal to the brand. There are Stila Girls everywhere in the world and it’s great to be working with a passionate company with cutting edge products that are in such high demand.”

Desiree Tordecilla has been named Vice President of Global Sales, Artistry and International Marketing. A ten-year Stila veteran, Tordecilla was trained by Stila’s founder and in turn oversees, trains and educates Stila’s worldwide pro-artistry/sales teams.

She will be exploring new retail opportunities abroad, and acting as the Stila spokesperson in media and print. With 19 years’ experience in the beauty industry, Tordecilla has experienced all facets of the business – including working as a retail artist and counter manager, opening the first flagship Stila store, working backstage as a pro-artist during Fashion Week, and as Stila’s Manager of Pro-Artist Relations, spearheading the Stila artistry programme and maintaining relationships with over 4,000 industry artists throughout the world.

Tordecilla commented: “Makeup should be light-hearted and whimsical, not hard – and with Stila there is nothing hard about it, which I find refreshing.”

Lastly, Julianne Pfister has been appointed Director of International Sales and Marketing. Pfister joined Stila in May 2008 with 10 years’ experience in the beauty business. She was formerly Director of International Sales and Marketing at Smashbox Cosmetics.

In her previous roles, Pfister has served as International Sales Manager at Urban Decay and as the on-air television spokesperson for Hard Candy on HSN. In her new role, she will be responsible for communicating and implementing all international sales and marketing initiatives for each new Stila market.

She commented: “I am so thrilled to be a member of the Stila International Team and I am so honoured to be an international ambassador for the Stila brand. I look forward to honouring Stila’s strong heritage and to continuing to implement Stila’s sales and marketing plans worldwide.”

Stila is an internationally recognised cosmetics brand, known for its whimsical and stylish range of make-up, skin care, and fragrance products, as well as eco-friendly packaging. The brand has developed a following among young, fashion-forward consumers and is available in over 500 doors in the US and 20 international markets, as well as at,, and



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