L'Oreal: M.I.B – Men in Beauty

True beauty is more than just skin deep. However, two young men from L’Oréal relate the importance of focusing on what might be considered ‘superficial’, to ensure the brands under their charge continue to maintain their leads in the fast-moving beauty business.

By Everlyn Lee

Darren Ho and Willi Ching found their gateway into marketing for the beauty industry through L’Oréal Brandstorm, an annual international marketing competition which allows students around the world to put themselves in the shoes of a L’Oréal Brand Manager and innovate one of their existing brands.

“I think I always knew that I had an interest in Marketing. It’s just that I didn’t know how strong my interest was or how well I was able to do the job,” says Darren, a Business Administration graduate from the National University of Singapore.

After immersing himself in Brandstorm for six months and emerging as second runner-up in the local finals, he applied for a job in L’Oréal Singapore, attracted to the dynamism of the company’s business and culture. Today, he is a Product Executive for Kérastase, one of the four brands that make up L’Oréal’s Professional Products Division.

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