Global beauty company Coty has promoted Shereen Au to the role of VP, global trade marketing and commercial planning, according to her LinkedIn. She was formerly regional marketing director, APAC.
Prior to joining Coty, Au worked at L’Oréal for over close to 10 years, last helming the role of regional merchandising and retail solution director. During that time, she was responsible for consumer and shopper activation activities, including integrated marketing communication activations, go-to market strategies, shopper and retail activation guidelines, and optimisation and rationalisation of global assets to drive brand development & execution for omni-channel touchpoints for all beauty & personal care categories. These include localising brand plans in the APAC region – consisting of 13 markets – for multi-channels and multi-touchpoints, her LinkedIn said.
According to her LinkedIn, Au was also formerly L’Oréal’s senior regional merchandising manager, APAC, where she was tasked with seizing emerging trends by defining and validating all brand development strategies and investment spending for each country. She also had to conceptualise the brand’s equity and expression to any market specificities to drive the most relevant, accessible and sustainable beauty experience coherent with the global brand vision.
When Au first joined L’Oréal as a product manager, she led the entire cosmetic category, including sub-categories of face, eyes and lips, as a whole by contributing to the growth of the brand in the market. She was also tasked with driving strategic business planning and development of the cosmetic category in the mass market to achieve individual, team, and organisational target, and leading digital development for the megabrand of L’Oréal Paris, her LinkedIn said. During her time at L’Oréal, Au also worked as a merchandising manager and a group product manager. MARKETING-INTERACTIVE has reached out to Coty for comment.
Separately, Coty inked a long-term strategic partnership with American socialite Kylie Jenner in 2019, to jointly build and further develop Jenner’s existing beauty business which include brands Kylie Cosmetics and Kylie Skin. Under the terms of the agreement, Coty will acquire a 51% ownership of Kyle’s two brands in the partnership for US$600 million. Among the list of brands under Coty include Burberry, Cover Girl, Hugo Boss, Wella, Lacoste and Max Factor. Through the partnership, each party will leverage its unique strengths to further build a high growth, digitally native beauty brand.
