L'Oréal names marketing director for SG and MY post combination of ops

L'Oréal has named Hoa Tran as marketing director for Singapore and Malaysia. She will be based in Malaysia. Hoa was with L'Oréal for almost four years, where she started off as a senior product manager. Prior to joining L'Oréal, she was with SC Johnson for two, as its regional senior brand manager, ASEAN markets, marketing commercialisation. She has also worked in companies such as Unilever, Nestlé and FrieslandCampina, handling a large portfolio of brands such as Maggi Noodles, Frisco - IFT,  and yoghurt brands YoMost and Fristi. MARKETING-INTERACTIVE has reached out both L'Oreal and Tran for additional comments.

Most recently, L'Oréal Singapore and Malaysia combined their operations under one arm to form a bigger organisation earlier this month. The joining of forces was to enable the company to prepare for the future, and best position it to tap new opportunities emerging from the shifts in the rapidly transforming beauty landscape. Tomas Hruska was also subsequently named GM, leading both markets and overseeing its transition efforts. His appointment came as Malek Bekdache exited his role as MD of Malaysia after six years. The Malaysia-Singapore organisation is headquartered in Malaysia, with teams located in both Malaysia and Singapore.

Meanwhile, in May,  L'Oréal appointed Abhishek Grover as its chief digital officer, consumer products division, for the South Asia Pacific, Middle East and North Africa (SAPMENA) region. Grover was previously head of digital marketing group at Samsung Southeast Asia and Oceania.

L’Oréal’s global portfolio of brands is currently organised into four separate divisions, comprising its professional products division, consumer products division, L’Oréal luxe and the active cosmetics division with each of it developing a specific vision of beauty for its respective markets, according to its website. Under its luxe division, it has 26 brands of which 17 are global brands such as Lancôme, Yves Saint Laurent and Giorgio Armani. Meanwhile, some of the brands under its consume products division comprise Maybelline New York and Garnier.

In 2021, L’Oréal achieved 16.1% like-for-like growth, which it said “is twice the growth of the beauty market as a whole,” which recovered to levels nearly on par with 2019. The Group won market shares in every zone, division and category.

According to the company, this growth, underpinned by innovations and rigorous cost control, enabled the group to invest in its brands to boost desirability while improving profitability. L’Oréal also strengthened its digital lead and now eCommerce accounts for 28.9% of sales, and the group continued its Beauty Tech transformation by investing in data and artificial intelligence via strategic tech partnerships. At the same time, the group invested in its social and environmental commitments, which reflect its goal of achieving responsible growth and sharing value with all stakeholders. 

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