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Richard Que

L’Oreal Singapore marketing director Richard Que takes on new role

Richard Que (pictured), marketing director for L’Oreal Singapore, has taken on a new role as head of product development for Biotherm, Korea Innovation Center, under parent company L’Oreal. In his new global and newly created role, Que will lead the product innovation for the Biotherm brand, reporting to David Fridlevski, global president for Biotherm. Que confirmed the move to Marketing.

He will be charged with brand and product development, consumer understanding mining, trend development, communication development, brand and product strategy. The move will also see him relocating from Singapore to Seoul, South Korea.

During this time as marketing director for L’Oreal Singapore, Que was a member of the consumer products division’s management committee, and was responsible for over 200 staff. According to this LinkedIn profile, he also spearheaded the strategy, growth and execution of multiple complex categories across omni-channels.

His portfolio included skincare, mass haircare, premium haircare, hair colour, hair styling, make up, men and kids. Que was also responsible for the development of 40 new launches in a span of 12 months across categories based on consumer insights across media touchpoints that led to consumer loyalty and recruitment of new consumers.

Prior to his role, Que was international director, brand and product development (Total L’Oreal Paris Haircare), based in Shanghai China. He was also a senior manager, brand and product development (skincare). Before L’Oreal, he worked in Procter & Gamble from 2010 to 2013, handling the brands Olay Skincare, Old Spice, Olay Men for the ASEAN, Australia, India, Japan and Korea markets.

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