Janelle Wichmann, a marketing veteran who has orchestrated major transformations across the beauty industry, is joining Revance as Chief Marketing Officer of Skincare, the Nashville-based aesthetics and skincare company announced August 17.
Wichmann brings two decades of experience in beauty marketing. At Procter & Gamble, she led a turnaround of Olay North America, the skincare brand. She also held senior positions at Ulta Beauty and has won accolades including a Cannes Silver Lion and P&G's Beauty Marketer of the Year.
Revance operates across multiple segments of the beauty industry: clinical aesthetics, consumer skincare and emerging microbiome technology. The company's brands include DAXXIFY and RHA Collection dermal fillers, as well as consumer skincare brands PanOxyl, Blue Lizard, Biojuve and others. It also manufactures clinical-grade tools like SkinPen, a microneedling device, and sells Sarna therapeutic skincare, Desenex and Keri moisturizers.
Wichmann's appointment reflects CEO Nadeem Moiz's goal to strengthen the connection between marketing and strategy. "Her appointment reflects a more connected leadership model that places marketing closer to our strategic decision-making," he said.
Wichmann will oversee skincare portfolio development, innovation acceleration and consumer engagement with healthcare professionals and strategic partners. She will also lead digital, ecommerce and loyalty initiatives.
"Revance has an exceptional portfolio, and I see tremendous opportunity to connect its differentiated science and innovation with compelling brand experiences that resonate with consumers and drive growth across the business," Wichmann said.
Revance's portfolio spans 60 countries and covers virtually every segment of the beauty and aesthetics market. The company faces the challenge of marketing across multiple categories — from living microbe technology to clinical tools to legacy drugstore brands — while maintaining both coherence and distinction among consumers, dermatologists and estheticians.
