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Cococare, the American beauty brand that is home to the 100% Cocoa Butter Stick best known as The Yellow Stick®, announced March 8 that it appointed Joanne Schlesinger as president on International Women’s Day. Schlesinger is the first woman in the skincare company’s history to hold this position. She also represents the second generation to lead the family-owned company that was founded in 1969 by her father, Gerald Dubin, who remains as CEO.

Schlesinger is a seasoned industry professional who has held multiple leadership roles within Cococare since 1999, bringing prior experience from engagements at major brands, such as Revlon and Calvin Klein. At Cococare, she has overseen different areas of operation, including financial management, product development, and most recently, marketing.

As the Director of Marketing, Schlesinger led the brand’s strategic repositioning, designed to help Millennials and GenZ discover the meaningful benefits of Cococare that have been enjoyed by previous generations. The brand’s new #SkincareForAll messaging was developed to reflect the product range, quality, and accessibility that Cococare brings to consumers, underscoring the New Jersey-based company’s competitive advantage in the beauty industry.

Additionally, Schlesinger has pioneered Cococare’s expansion into trend-forward product lines, such as the brand’s refreshing new facial mist collection that has become an instant success during the pandemic-inspired Zoom fatigue.

“I am excited to take on this new leadership role within Cococare and to help direct the company’s future, continuing the brand’s values-based legacy that my father began over 50 years ago,” says Joanne Schlesinger. “Our 100% Cocoa Butter stick has been a tradition for generations of women and men, and I look forward to helping our team create more ways to enjoy #SkincareForAll.”