Ms. Shin Lee

RE­GIONAL MAR­KET­ING MAN­AGER, CON­SUMER BEAUTY COTY South East Asia

Portfolio - - PORTFOLIO -

Beauty con­sumers are in­creas­ingly look­ing for brands that do not just sell products, but also stand for some­thing. This al­lows them to con­nect emo­tion­ally or even bet­ter, be part of the move­ment.

We should ex­pect to see more mar­ket­ing cam­paigns fo­cus­ing on brand pur­pose and story. You x Max Fac­tor is an ex­am­ple of that, where we put the spot­light on a gen­er­a­tion of in­spir­ing women who have emerged stronger through their life ex­pe­ri­ences. We want to celebrate their beauty with depth, which is an em­pow­er­ing mes­sage to women who face un­re­al­is­tic ex­pec­ta­tion of flaw­less­ness ev­ery day.

This year, COTY South East Asia has ex­panded to more than 100 doors in the re­gion, as well as suc­cess­fully launch­ing Max Fac­tor in Sin­ga­pore, Malaysia, and Thai­land.

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