Shiseido Korea has appointed its first female leader since its establishment in 1997. Shiseido Korea announced on Dec. 19 that it will appoint Vice President Yang Geun-hye as its new CEO as of January 1 next year.
New CEO Yang has worked for more than 20 years in the beauty and consumer goods sectors, including Johnson & Johnson, L'Oreal, Clarins, The Body Shop, and Coupang, and has played a leading role in brand growth and performance improvement.
While working at Coupang, it is evaluated that she showed her skills in marketing, distribution, sales, and e-commerce by leading various organizations such as successfully entering a luxury beauty brand for the first time in Coupang.
As CEO of Shiseido Korea, Yang plans to focus on promoting business growth strategies based on a flexible and dynamic corporate culture, strengthening the brand portfolio with an emphasis on strengthening brand assets, and focusing on ESG.
She also focuses on digitalization and business channel expansion, especially e-commerce growth. In addition, based on a deep understanding of the Korean beauty market and consumers, she will strive to improve the brand value in the rapidly evolving market and consumer preferences.
Nicole Tan, general manager of Shiseido Asia Pacific, said, "We are very pleased that Yang will lead Shiseido's business in Korea, one of the most dynamic and highly competitive markets not only in the Asia Pacific region, but globally. The Korean market is a strategically important market for Shiseido Asia Pacific as the epicenter of product development and consumer insights to meet consumer beauty needs.”
The new CEO Yang said, “I am very excited to take on this new responsibility and look forward to further growing the Shiseido brand in Korea with passionate and dedicated employees. We will lead the development of Shiseido Korea by presenting a new perspective that can be understood.”