L'Oreal Thailand outlines plans to reach top spot

Speaking on the recent announcement of her appointment as managing director of L’Oreal Thailand, Nathalie Gerschtein Keraudy explained her vision for the company, stating that it intends to push growth up to at least 10% a year in the country - twice the market average.

According to The Nation​, a national news publication in Thailand, in order to achieve this acceleration of growth, the company intends to focus on five key areas.

These are: the introduction of new brands, a focus on product innovation, effective communication both online and offline, expanded distribution channels, and investment in sustainability.

Digital commerce​

Digital marketing and commerce are central to the company’s growth strategy, and this focus sees it follow in the footsteps of other multinationals looking to make the most of the rise of e-commerce in the country.

Unilever's Thailand division, for example, recently created a dedicated e-commerce division with ambitious revenue targets they expect to start hitting from this year onwards.

Speaking on the appointment of Gerschtein Keraudy, outgoing MD Umesh Phadke confirmed the opportunities that the company sees up ahead in both skin care and colour cosmetics.

“With exciting new brands, strong product innovations, innovative digital communications, e-commerce growth and high-quality in-store services and experiences, we are confident that we will take our place at the top of the makeup market in the near future, while continuing our strong leadership of the facial-skincare market​," he said.

Sustainability focus​

Gerschtein Keraudy is keen to plug sustainability as one of her top priorities on assuming the role.

"My second priority will be to continue growing our people and ensure we are doing business in a sustainable way,” ​she confirmed.

“We want to make sure L'Oreal Thailand is the best place to work for all employees and grow our business in a manner that will have a positive impact on both society and the environment.​”

Gerschtein Keraudy’s commitment to sustainability follows that of the multinational’s CEO, Jean-Paul Agon, who recently spoke​ of L’Oreal’s focus on the issue in nearby Indonesia too.