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Published
Dec 7, 2021
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Absolute Collagen names Russell new CEO

Published
Dec 7, 2021

British beauty brand Absolute Collagen has appointed Frances Russell its new CEO. She joins the D2C business “to strategically lead the company into its next phase of growth”.


Absolute Collagen's co-founder Maxine Laceby (left) with new CEO Frances Russell

 
Russell, described as a “consumer and e-commerce leader” has held senior positions at Amazon, Marks & Spencer and Arcadia Group.

She says she was attracted to the new role “due to the exciting proposition the brand has developed in the five years since launch, and the approach to engage with the often-neglected 45+ age group, helping them to feel and look their absolute best with their collagen-based products.” 

Russell will work closely with co-founders Maxine and Darcy Laceby to drive the next stage of growth for the company, including the introduction of a new product category to be revealed in Q1. Further category expansion to follow, it noted. 

Commenting on the appointment, Maxine Laceby said: “Bringing Frances on board was a no-brainer. She is intuitively aligned with our community of ‘Absoluters’ and understands their emotional needs clearly. With her strong brand background, expertise in customer service and community building, partnered with expert leadership, she’s the perfect fit. Frances’ appointment will allow me to concentrate further on the needs of our growing community of Absoluters as well as focusing on creative development of the brand.” 

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