MAKE UP FOR EVER: How to establish a strong digital foundation for the future

Raphael Abescat has been working in the beauty industry for just shy of two decades. From kick-starting ecommerce strategies for brands such as Lise Watier, to building international go-to-market plans across Europe for LVMH, adapting a beauty brand to meet the changing needs of consumers is in his professional playbook.  Today, Raphael is the General Manager for Canada of LVMH’s MAKE UP FOR EVER brand. MAKE UP FOR EVER is sold at Sephora and MAKE UP FOR EVER boutiques across the world and is known for its high-performance formulas suited for makeup artists. The brand has a vibrant community of pro creators and enthusiasts across the world, including a cool 6.6M Instagram followers. 

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