Benjamin Rachow

Country Managing Director

Benjamin has spent 16 years at L'Oréal working in various markets. In 2006, he started his career at L’Oréal Germany, with his first 2 years in Controlling before becoming Product Manager at Garnier. In 2011, he was appointed as Business Development Manager of Consumer Products Division (CPD) for Central Asia and Mongolia based in Kazakhstan, where he successfully set up the business for CPD in 5 countries. After 3.5 years he returned to Paris as Area Manager in Travel Retail for CPD & The Body Shop in Europe. After a short assignment as Zone Marketing Director for the African Beauty Brands, in 2016 he became the Managing Director of L’Oréal East-Africa, based in Kenya. Together with his team, he brought the subsidiary back to growth, gained market shares, started the e-commerce and digital journey, and developed talents for the Group.

In January 2019, he returned to CPD Germany as General Manager of Sales. Ben has successfully implemented a balanced customer strategy, with market share wins in all channels. He accelerated incremental channels of eCommerce and discount business, together with a strong focus on sell-outs and transforming our planning with the roll-out of Business Planning 3.0. Ben has also been instrumental in the successful integration of the Logocos brands into the eCom and mass channels. Ben leaves a strong and diverse commercial team with great balance of senior expertise and young talent, as well as solid relationships to our commercial partners on all commercial levels.

In recognition of his strong leadership and strategic acumen, Benjamin Rachow was appointed as Country Managing Director of L’Oréal Viet Nam in January 2022, one of the top 10 potential next emerging markets of the Group.

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