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.