Moroccanoil has announced former Elizabeth Arden President JuE Wong as its new CEO, effective immediately.

Wong will be responsible for leading continued expansion in high-growth channels, such as travel retail and e-commerce, which will pave the way for an increasingly diverse omni-channel consumer experience, the company says.

“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,” states Moroccanoil Co-founder Carmen Tal.

“Her unrivaled 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.”

Having worked with brands such as PepsiCo, Dial Corp, ZO Skin Health and Astral Health and Beauty, Wong has “a robust track record of propelling emerging brands to the mainstream, while globalising established ones”, adds the company.

GLOBAL BUSINESS EXPERTISE

Moroccanoil hopes that Wong’s global business expertise will further advance the brand’s profile and position within the ‘prestige beauty category’, as well as ‘ignite accelerated growth worldwide’.

She will also be responsible for driving the company’s digital transformation to significantly increase its presence both online and via social media channels.

Other duties include spearheading research and innovation, as well as leading the company’s Corporate Social Responsibility & Sustainability initiative to reduce the brand’s overall carbon footprint.

“I’m looking forward to implementing the next phase of our multi-pronged growth strategy through innovation, multimedia digital advancement and a creative omni-channel approach,” says Wong.

“I’m wholeheartedly committed to bringing to life Carmen’s vision of becoming more environmentally-friendly and solidifying the brand’s future as the global leader in oil-infused beauty.”