Tag: L’Oréal

Singapore– L’Oréal has appointed new leaders to steer its strategic direction in the South Asia Pacific, Middle East, and North Africa (SAPMENA) Zone, which was established as a growth region in 2021. The company is making strategic moves to harness its potential in this dynamic market. 

Adrien Koskas was appointed as general manager of L’Oréal’s consumer products division (CPD) in the SAPMENA region on October 1, 2023. He will be in charge of driving CPD’s growth in the SAPMENA Zone, which includes 35 markets and targets young and populous demographics worldwide. 

In his new role, Koskas will report directly to Vismay Sharma, President of SAPMENA, who is based in Singapore.

Koskas has an 18-year career at L’Oréal Groupe, spanning global leadership and marketing roles in both mature and emerging markets. He has served as Garnier’s global brand president since 2019. Leading Green Beauty initiatives, and establishing the brand as a key player in L’Oréal’s sustainability efforts. He previously held senior business leadership positions in France, Brazil, and the United Kingdom, including General Manager of CPD for L’Oréal UK and Ireland. 

Speaking about his appointment, Koskas expressed, “I am thrilled to start my new role as CPD SAPMENA GM and excited to work with the talented and diverse teams in the region to create the future of beauty for all.”

He added, “With 3 billion people, SAPMENA is a highly strategic region full of opportunities and new ways to engage with young, digital and beauty savvy consumers who represent many cultures and beauty aspirations. It is also the perfect environment to embrace cutting-edge innovations in so many fields to deliver our high growth ambition.”

Manashi Guha’s recent appointment as managing director, CPD, for L’Oréal UK and Ireland shows the region’s global leadership. As a founding member of the SAPMENA Zone Management Committee, she was instrumental in defining CPD’s strategic mission within this burgeoning region, and harnessing its vast market potential as the source of 50% of the world’s new consumers.

During her tenure, SAPMENA has not only strengthened its global brands, but also improved L’Oréal’s market approach in the region, laying the groundwork for three years of better results. 

Talking about her appointment, Guha said, “It’s been an honor to lead an incredible team of passionate entrepreneurs in the set-up of SAPMENA. South Asia Pacific with the Middle East is leading the beauty revolution and consumer sophistication with diverse beauty ideals and a dynamic digital culture of on-demand, always-connected and hyper social; we can bring a lot to the rest of the world.” 

I hope to bring that learning into my new role. But more importantly, as an Asian Indian wo(mentor), I believe the world is our oyster – we create our reality by unapologetically being who we are. L’Oréal Groupe is an incredible place to create your own reality where I have been recognized and encouraged for bringing my true self to the table,” Guha added. 

Indonesia – With over 15 years of experience in digital media with stints at GroupM, Omnicom Group, and Publicis Groupe, Praveen Pandey is appointed to the role of principal partner for performance at Wavemaker Indonesia. This is a comeback for Pandey to the GroupM family, where in 2011, he was with MediaCom as its associate director.

Through his industry experience, Pandey has worked with numerous clients with a wide portfolio of brands like Unilever, Volkswagen Group, Bose, P&G, Tata Motors, Cipla, and Shell, amongst others. He has also worked with a few starts-up in the earlier part of his career.

In his new role at Wavemaker, he will be responsible for leading the performance media & e-commerce business for one of the leading beauty tech brands globally – L’Oréal. 

“In continuous effort to strengthen Wavemaker Indonesia, I’m happy to welcome Praveen Pandey. He will help in building stronger agency capabilities and [strengthen] operational excellence on performance media. The landscape is moving fast and every Ad-investment are expected to have better return over the time,” said Amir Suherlan, MD of Wavemaker Indonesia.

Pandey shares that he is excited to rejoin the GroupM family and Wavemaker for the Indonesia market. He remarked that GroupM’s culture has had a huge role in shaping him as an individual and in his success as a professional.

“I am excited to re-join GroupM family in Indonesia. My endeavour is to move the client’s business with the help of enablers like platforms, people and processes. That said, it will be a great learning experience for me at Wavemaker, as we know how the new normal of digital has significantly shifted, I am keen to unlearn and re-learn to keep pace,” said Pandey.

He adds, “In the age of AI, ML, and data-driven marketing solutions, digital marketing can redefine the grammar of marketing. I am privileged to join ‘positively provoked’ culture of GroupM’s Wavemaker.”

Wavemaker in Malaysia has also recently unveiled a roster of new senior leaders. Amongst others, the new appointments included the elevation of Sheley Lim, its former head of digital, to become its new GM.

Australia – Global beauty brand L’Oréal in Australia has joined marketing board Australian Influencer Marketing Council (AiMCO), to support transparency and best practices in influencer marketing.

AiMCO is an industry body that brings together the expertise of a diverse group of industry professionals, marketers, and content creators who are committed to elevating influencer marketing best practice, campaign measurement, and industry knowledge. Its members are the guiding force behind its mission, principles, and industry codes.

Through the partnership, the members of the beauty brand, namely Emma Williamson, director of customer and social media governance, and Jenna Adamson, corporate legal, will be joining the newly formed AiMCO Marketer Advisory Council as the first fast-moving consumer goods (FMCG) beauty brand.

According to AiMCO, this move by L’Oréal Australia proves the importance of influencer marketing, as large brands are now getting on board with the council whose members are drawn from influencer marketing tech, social media, and talent agencies, as well as legal specialists, along with influencers and content creators. 

Commenting on the partnership, Williamson said that they are thrilled to have the opportunity to collaborate with AiMCO and other leading Australian influencer marketing businesses to help shape the landscape in an ever-evolving marketplace.

“Influencer marketing is here to stay. We recognize it is a critical lever in how to engage new audiences, reconnect with our existing consumers, and tap into forms of content that drive consumer trial and purchase. As an ever-present component in our media mix, it’s crucial that we get influencer marketing right. Consumers are savvy and if we want them to trust our brands, we need to ensure that the influencers we work with share our values and are authentic and transparent,” said Williamson.

Meanwhile, AiMCO’s chairman Detch Singh shared, “We’re excited to welcome L’Oréal Australia as the first of many brands to be joining AiMCO as a member. Influencer marketing is core to the media mix and it’s natural for leading and innovative brands such as L’Oréal Australia to want to play a role in shaping its future. The newly formed AiMCO Marketer Advisory council will be essential in ensuring we are addressing the needs of brand marketers with our initiatives moving forward.”