Moroccanoil said Wong’s expertise will pave the way for an increasingly diverse omni-channel consumer experience

Moroccanoil has appointed JuE Wong as its Chief Executive Officer, effective immediately.

Wong, who most recently served as Elizabeth Arden President, has a track record of propelling emerging brands to the mainstream while globalising established brands including Cargill, PepsiCo, Dial Corp, Murad and NV Perricone MD.

She will be responsible for driving increased sales to the professional salon channel and leading continued expansion in high growth channels, such as travel retail and e-commerce.

Wong will also spearhead research and innovation, the core of Moroccanoil’s long-term strategy, leading the expansion into new product categories, while strengthening and diversifying the current portfolio. Earlier this year, the company appointed a highly-regarded bio-chemistry expert to lead the brand’s Product Development team in a bid to boost the science and technology behind Moroccanoil products.

Further responsibilities will include driving the company’s digital transformation, significantly increasing the brand’s digital presence both online and via social media channels and leading the company’s CSR & Sustainability initiative to reduce its overall carbon footprint. Key priorities include working towards sustainable packaging, incorporating biodegradable ingredients into product formulations, increasing the company’s overall energy efficiency and distributing any excess personal care products to people in need.

Moroccanoil Co-founder Carmen Tal said: “It is an honour and privilege to welcome JuE to the Moroccanoil family. The timing could not be better for the brand to embrace new leadership as we gear up to celebrate ten years of oil-infused innovation in 2018. 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.”

Wong commented: “Moroccanoil is trailblazing the beauty industry through argan oil-infused innovation, and I’m thrilled to come on board at such an exciting time in the evolution of this iconic brand. I’m looking forward to implementing the next phase of our multi-pronged growth strategy through innovation, multi-media digital advancement and a creative omni-channel approach. 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.”