Michael Shin

Growing and consolidating BIOEFFECT skincare retail and online businesses in Germany, France, Austria and Benelux.

Responsible for building a portfolio of beauty & wellness brands for International Markets, through own brand creation, collaborations and acquisitions. The brands will be performance, design and value based, with a Nordic Origin or a Scandinavian Soul and a commitment to being earth positive.

Developed and implemented strategy, business model and infrastucture for the launch of BIOEFFECT EGF SERUM in Germany, Austria and France. Positioned this highly-innovative skin serum, developed by Icelandic Bio-Technologists, in the super-premium skincare segment.

Responsible for P&L of €250M European business, including 8 affiliates, 800 employees, 20 brands; fragrance, skincare & colour categories. Created new European strategy, focusing on country & brand portfolio, distribution & pricing strategy, redeployment of financial & human resources and improving quality of in-market execution. Recruited & integrated top talent from world leading branded goods companies to lead affiliates and European team based in Geneva. Results: 20% net sales growth & profit impro

Responsible for portfolio of 3 master brands (L'Oreal Paris, Garnier, Maybelline) and 6 product categories. Turned around the business by developing and implemented brand-focused strategy, increasing net sales by 40% over 5 years in mature market, to €60M. With local leadership team, transformed Division's culture from being process driven to brand & results driven.

Accelerated Division's presence in highly strategic market for the Group (Taiwan is gateway to Chinese & Japanese markets) by re-launching & launching 3 main brands (L'Oréal Paris, Garnier, Maybelline), resulting in 30% increase in Net Sales to €40M, doubling Division´s market share and increasing / improving image & awareness of the L'Oréal Paris brand. Recruited, trained and integrated local talent to take over senior management roles in Taiwan and China.

Responsible for the overall brand development of Garnier in the UK, Germany, Italy & Spain, including product development by driving priorities between Region and Corporate R&D Division, advertising creation and implemenation of annual marketing plans. Prepared and accompanied Group CEO and Vice-Presidents on quarterly country visits.