Affordable beauty labels in particular have faced numerous challenges in the market, from pandemic-induced disruptions to the rise of domestic competitors.
The 112-year-old French beauty giant has bounced back to pre-pandemic level sales while the SAPMENA region will be the key 'growth engine' for its future, according to its consumer products division general manager.
The move invites comparisons to Gwyneth Paltrow venture Goop.
The iconic C-beauty brand is currently suffering from a domestic sales drop, financial losses, and stock-plummets. But it's attempting to tap into global markets by buying high-end brands and building ecommerce power overseas.
Perez is appointed as the head of digital marketing, media and commerce for Unilever's beauty and wellbeing business in Southeast Asia.
SHANGHAI ZHAN PODCAST: Lisa Shiqi Yu, CEO of brand incubator, Genlab and Elijah Whaley, VP of Marketing at Gainfluence, see Chinese beauty brands needing to combine sophisticated data tools with brand purpose if they want to expand outside of China.
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