Robert Sawatzky
Nov 16, 2021

YoeGin Chang leaves SK-II for global role at La Mer

After 13 years of marketing in Asia, the member of Campaign Asia-Pacific's Power List will be relocating to New York.

YoeGin Chang leaves SK-II for global role at La Mer

One of Asia's top skincare brand marketers is on the move. YoeGin Chang, former senior brand director at SK-II Global, has confirmed to Campaign Asia-Pacific she will now be senior vice-president and general manager at La Mer International. Relocating from Singapore to New York in the coming months, Chang will be responsible for elevating the Estee Lauder-owned skincare brand and its business value across international markets. 

Chang had been with P&G's SK-II for the past 13 years in brand leadership roles across Korea, Japan and Singapore and became a member of Campaign Asia-Pacific's Power List of 50 top CMOs across Asia Pacific last year. 

In an interview with Campaign, she had explained how growing up in Korea she was often surrounded by unrealistic beauty standards but realised she could use her marketing position at SK-II to tackle issues around restrictive beauty ideals and humanise the brand. Known for choosing brand purpose over short-term sales campaigns, her personal experiences helped shape SK-II's expansive #ChangeDestiny campaign. Chang also helped to develop SK-II Studio, which produced the extraordinary animated anthology 'VS' series of films, in which Olympic athletes like Simone Biles and Liu Xiang battle kaiju representing societal pressures. 

 

Source:
Campaign Asia

Related Articles

Just Published

1 day ago

Asia-Pacific Power List 2024: Robin Liu, Miniso

Through strategic co-branding and localisation, Liu is steering Miniso towards global super-brand status with innovative marketing strategies and leveraging relevant IP.

1 day ago

Creative Minds: Koji Kanzaki on turning childhood ...

From aspiring comedian to comic fan and now creative director, Dentsu China’s ECD Koji Kanzaki loves uncovering beauty in the mundane, dreams of dining with Banksy, and keeps his inner child alive.

1 day ago

Wieden+Kennedy retreats from India, shuttering its ...

The agency's leadership in India including Ayesha Ghosh, Santosh Padhi and Shreekant Srinivasan have resigned.

1 day ago

Exit player zero: A creative director’s brush with ...

When a dream role at a gaming startup pulled in Robert Gaxiola, the veteran creative director and Playbook XP managing partner, quickly realised the cost to play was far too steep. Now, he’s urging fellow creatives to be wary of the same traps.