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Oct 11, 2017
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Moroccanoil appoints JuE Wong as CEO

Oct 11, 2017

Moroccanoil has announced JuE Wong is its new Chief Executive Officer, coming directly from her prior role as President at Elizabeth Arden.


Prior to Elizabeth Arden, Wong's work experience includes time at Murad Inc. and NV Perricone MD Ltd.. She also worked at PepsiCo and Dial Corp.

Moroccanoil was one of the first pioneering brands to infuse argan oil into its beauty products and expects Wong's leadership to drive increased sales to the brand's salon channel, which is the core of the company's business.

Wong is also tasked with improving the consumer's omni-channel experience. She will do this by expanding high growth channels of travel retail and e-commerce.

Moroccanoil is looking to Wong for direction in product development. She will help lead research and innovation by working with a newly hired biochemistry expert who leads the brand's product development team.

Moroccanoil is looking to improve its operations through increased sustainability. Wong is expected to improve operational efficiency including go-to-market speed which will increase profitability. The company is looking towards an expanded digital and social media presence for sustainable growth.

Wong will also be tasked with improving Moroccanoil's corporate social responsibility. She will lead the company towards a more environmentally friendly future through sustainable packaging, biodegradable ingredients and product formulas, as well as overall energy efficiency. The company's goal is to reduce greenhouse emissions and distribute any surplus personal care products to those in need.

Moroccanoil Co-founder Carmen Tal said Wong's "expertise in market expansion coupled with her passion for innovation" makes her the candidate the company needs to transform into a "complete lifestyle beauty brand."

Wong said the brand's mission of being environmentally friendly and also driving growth as a beauty industry leader were what brought her to Moroccanoil.

Wong received her BA from the Australian National University and completed an exchange program at UCLA while she was a university student. She begins as CEO effective immediately.

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