SK-II's global senior brand director YoeGin Chang joins Estee Lauder's La Mer as SVP

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YoeGin Chang, SK-II's global senior brand director, has joined Estee Lauder's La Mer as its SVP. Following her departure, P&G's president of global skin and personal care, Markus Strobel, continues to drive the business as interim leader for SK-II. A successor will be named in the coming months. With more than 12 years of consumer goods experience under her belt, Chang (pictured) is skilled in business management, in-market strategy and operations and global brand marketing. MARKETING-INTERACTIVE has reached out to Estee Lauder for additional information regarding Chang's SVP role.

According to her LinkedIn, Chang has a track record of turning around businesses and brands. She has also worked with consumers across ASEAN, Hong Kong, China, Taiwan, Japan, Korea and the US. Chang was SK-II's global senior brand director for more than a year. She initially joined SK-II in January 2009, helming the assistant brand manager role for four years. After which she took on the brand manager role in May 2003 for close to five years before helming the business and brand leader role for close to three years.

While SK-II has yet to name a successor for Chang, a company's spokesperson told MARKETING-INTERACTIVE that it will continue to be a purpose-driven brand with #CHANGEDESTINY and PITERA at the heart of everything it does. "We look forward to continuing the strong growth as a leading global prestige skincare brand," added the spokesperson. Through #CHANGEDESTINY, SK-II has inspired and empowered women of all ages all around the globe to defy expectations, overcome challenges and take control over their own destinies to pursue the dreams and goals they wish to achieve. More than just a catchy slogan, #CHANGEDESTINY emphasises the real-life pressures that women face and the box that many feel they are put in under society's gaze.

"At SK-II, we are a human brand. We believe in the power of human stories and storytelling to influence culture, overcome social biases and stereotypes and create positive change," said former global SK-II CEO Sandeep Seth previously. The skincare company saw the departure of Seth in June this year after he stepped down from his global CEO role and joined luxury fashion holding company, Tapestry as the CMO for Coach. According to his LinkedIn, Seth will be based in New York.

Meanwhile, to combat the issues faced by women, SK-II launched its SK-II STUDIO in March. This studio is the first-ever P&G owned film studio division and content hub, dedicated to tackling social pressures impacting women today through film and storytelling. The content studio marks a new chapter in its brand purpose #CHANGEDESTINY, and reinforces its commitment to using its voice as a force for good and growth, in a bid to go beyond traditional promotion-driven advertising. It will also partner with popular filmmakers, animators, musicians and content creators globally who share the brand’s passion to inspire positive change through storytelling and films.

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