Esi Eggleston Bracey

As vice president of Global P&G Cosmetics, Esi leads the CoverGirl and Max Factor brands globally, which represent over $2 billion in retail sales. Esi’s leadership, creativity, and individuality inspire achievement, “out-of-the-box” thinking and passion from the 300 employees in her organization.
At the age of 34, Esi became one of the youngest general manager appointees in P&G history after leaving a trail of success on several beauty and fabric care businesses. Esi began her career at P&G in 1991, where she led the design of Febreze Fabric Refresher, a discontinuous invention that created a new category and evolved into a global mega brand. She quickly rose through the ranks on brands like Downy and Bounce delivering record sales and profit growth, but Esi’s lifelong interest in beauty, fashion and women’s health led her to a new frontier in P&G – the beauty business.
In 2000, Esi joined P&G Cosmetics as the COVERGIRL marketing director, where she delivered the strongest results since P&G acquired the business and drove the brand to a No. 1 market share position in North America. In 2003, Esi was appointed to general manager of deodorants and Old Spice, and led three consecutive years of tremendous sales and profit growth in the category before returning to P&G Cosmetics in 2006 as general manager overseeing the COVERGIRL and Max Factor brands.
Esi’s strong sense of style and ingenuity have brought fresh marketing ideas to cosmetics including the signing of Queen Latifah, Ellen DeGeneres, and Drew Barrymore as brand ambassadors, and the launch of several best-sellers including Simply Ageless foundation and Lash Blast mascara. Today, COVERGIRL is the nation’s fastest growing cosmetics brand and the “hottest” cosmetics brand in 2009 according to an independent consumer study commissioned by leading research firm, NPD Group. In recognition of these achievements, Women’s Wear Daily awarded Esi with the “2008 Marketer of the Year” award; Advertising Age recognized her as one of 13 “Women to Watch” in 2009; and Cosmetics Executive Women (CEW), a non-profit organization of over 4,000 executives and managers in the beauty industry presented Esi with its highest honor, the “2009 Achiever Award.” In her spare time, Esi serves on the board of directors for the Baltimore School for the Arts in Maryland.


Related Sessions

View full schedule