Argan oil beauty brand Moroccanoil has announced the appointment of JuE Wong as Chief Executive Officer.
A consumer goods and beauty industry veteran, Wong joins the New York brand from Elizabeth Arden, where she served as president of the US cosmetics giant.
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Wong’s appointment comes as Moroccanoil looks to advance its profile as a prestige beauty brand. According to a press release, she will be tasked with accelerating growth worldwide, with a specific focus on professional salon sales, the company’s bread-and-butter market.
Wong will also lead the firm’s expansion in travel retail and e-commerce, high-growth areas for Moroccanoil, the brand said in a press release. Wong will also spearhead research and innovation and lead the firm’s expansion into new product categories.
Finally, Wong will head up the firm’s corporate social responsibility & sustainability initiatives, including a move toward sustainable packaging, biodegradable ingredients in product formulations and increasing the company’s overall energy efficiency.
“The timing could not be better for the brand to embrace new leadership as we gear up to celebrate 10 years of oil-infused innovation in 2018,” said Moroccanoil Co-founder, Carmen Tal.
“Her unrivalled expertise in market expansion coupled with her passion for innovation makes JuE the perfect match in taking Moroccanoil to the next level as a complete lifestyle beauty brand.”
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Wong is known for her work with both small and big brands and her ability to turn them into commercial powerhouses. Her career involves stints at Cargill, PepsiCo, Dial Corp., Murad Inc., NV Perricone, ZO Skin Health by Dr. Obagi, Astral Health and Beauty and StriVectin.
She received her BA from the Australian National University and completed an exchange program at UCLA. She begins as CEO effective immediately.