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Apr 3, 2019
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L’Oréal names Alexandre Choueiri as global president of Ralph Lauren Fragrances

Published
Apr 3, 2019

L’Oréal USA has announced the promotion of Alexandre Choueiri, currently president of the company's International Designer Collections (IDC), to the role of global president of Ralph Lauren Fragrances, effective June 3, 2019.


Via Ralph Lauren


In the new role,Choueiri will report to Guillaume de Lesquen, global president of designer brands fragrances.

Choueiri joined L’Oréal Italy in June of 2000, while working on Lancôme, followed by four years as marketing director on Helena Rubinstein. Later, he served as general manager of designer brands and Kiehl’s in Australia from 2006 to 2008, before returning to the Lancôme brand as general manager in the UK and Ireland from 2008 through 2012.

In 2012, Choueiri joined the IDC, a group within the L’Oréal Luxe Division at L’Oréal USA that focuses on the company's luxury fragrance and beauty brands, as general manager. In his most recent role as IDC president, he oversaw Armani Beauty, YSL Beauté and all L’Oréal Designer fragrances in the U.S.

“Under [Choueiri's] leadership, IDC has become a large and successful organization, with all brands in the portfolio reaching new heights, contributing to L’Oréal Luxe gaining its lead position in the fragrance market," said Xavier Vey, president of L’Oréal Luxe. "[His] passion for retail has enabled him to build excellent retailer relationships and also be at the forefront of retail innovation with pop-up stores."

During his service with the company, the new global president of Ralph Lauren Fragrances prioritized customer-centric and digitally driven strategies that boosted his brands e-commerce, and led his division in experimenting with data driven marketing and digitally native launches.

The company said it will announce the new president of the IDC in the near future. 

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