Cogollo's mandate will include promotional work for new product launches and corporate developments. She will target PR to beauty-trade journalists, make-up artists and celebrities in a bit to boost Shiseido's image as a 'technologically driven, high market cosmetics chain.'
She will head a team consisting of one other person, and will report to Shiseido marketing director Rosa Alvarez-Cascos. Shiseido previously used PR agency MCA Comunicacion, but decided it was time to create an in-house operation due to the growing Spanish market. However Cogollo said she did not rule out using outside agencies in the future.
Prior to her appointment, Cogollo handled Iberian and international PR for Spanish luxury chain Loewe, part of the LVMH fashion giant, for four years. Before that she was a director at Ketchum.