Cary Noreen Co-choa

General Manager, Luxe Division

Cary Noreen Co-choa was appointed as General Manager, LUXE Division of L’Oréal Vietnam from November 2022.

Cary is an experienced business builder with over 14 years of exemplary career in the field of beauty. She has a proven track record in managing brands and divisions with a focus on brand equity, product strategy, holistic go-to market strategy, and driving efficiency within the organization. In her first six years at L’Oréal Philippines, she introduced and managed luxury brands such as Kiehl’s and Lancôme. In 2014, she moved to Consumer Products Division and led the growth of the makeup category with the result of a complete turnaround of Maybelline New York, growing the brand 3x its business size in three years and making it number 1 in retail makeup. In 2018, she became the Marketing Director for makeup category, allowing our brands to gain leadership in the mass makeup market. In the following year, she stepped up as the National Sales and Online and Offline (O+O) Commercial Director of the entire Consumer Products Division. Through her proven agility and strong resilience despite the pandemic, the team has identified an intentional shift of resources by closing unprofitable bottom doors, which led the way for the discovery of profitable omni-channel strategies and e-Commerce acceleration. With her natural leadership and passion for developing beauty brands across divisions, she was later promoted to her current role as the General Manager of Luxury and Professional Products Division in November 2020. She shaped the skincare and haircare categories with strong focus on digital transformation, e-Commerce and social.

Cary has demonstrated strong leadership that champions collaborations and feedback, which cuts across divisions, brands, and métiers. Above all, Cary is passionate about sharing her knowledge and building talents.

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