Freddy Bharucha has been named Procter & Gamble’s first president, North America personal care and beauty operations.
Formerly the company’s senior vice president for its North America personal care division and Old Spice global brand franchise of five years, Bharucha will now also lead P&G Beauty’s media efforts, head up its cross-category retail strategy and serve on the board for the Personal Care Products Council.
Bharucha will continue to be based in Cincinnati, Ohio, as he commences the new role.
“With a consistent track record of brand, business and organizational growth, Freddy is well-positioned to take on this newly created position,” said P&G Beauty chief executive officer Alex Keith and Markus Strobel, president of P&G skin and personal care, in a joint statement. “While our categories will continue to operate independently, the unique needs of the fast-moving North America beauty market create an equally important opportunity to harness emerging synergies across these businesses.”
Bharucha joined P&G more than 21 years ago as an assistant brand manager and has since occupied roles operating within each of the beauty conglomerate’s personal care, skin care and hair care categories.
“I’m simply humbled by this recognition and honored to be entrusted with the opportunity to play an even more hands-on role in P&G Beauty’s continued evolution, especially to strengthen connections with our consumers, retailer partners and other stakeholders,” Bharucha said in a statement.
Added Keith and Strobel: “Freddy’s promotion to president is a clear recognition of the impact his leadership has already made. We’re excited for him to further leverage his expertise, foresight and growth mindset across our entire North America business.”
Through fiscal year 2023, P&G saw continued sales boosts thanks to price hikes. Last month, the consumer goods giant announced first-quarter fiscal year 2024 net sales came in at $21.9 billion, up 6 percent versus a year ago and slightly above Wall Street forecast of $21.58 billion. Earnings per share were $1.83, also surpassing estimates of $1.72.
