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Aliza Polkes
Copywriter & Editor @ Yotpo
March 26th, 2019

Moroccanoil’s CEO on Driving Digital Growth

JuE Wong, CEO of Moroccanoil, is one of the honorees of our Amazing Women in eCommerce initiative. We sat down with her to find out more about what it takes to rise to the top in this competitive industry.

When it comes to eCommerce, JuE Wong, the global CEO of Moroccanoil, is both a veteran and a pioneer. She envisioned dynamic, “real store experience” websites when the internet was in its infancy. JuE remembers asking a web designer, back in 1999, to design “a virtual reality space … where somebody can log onto the website, click on something and take it, walk through the website and start picking stuff up off the shelf, putting it into their baskets, and checking out as if they were shopping in a real store…”

The web designer looked at her as if she were crazy. Of course, fast-forward 20 years and the “virtual reality space” of JuE’s imagination is now the standard online shopping experience.

JuE wasn’t always a beauty industry innovator. In fact, she spent 11 years as a commodities trader before making her way into beauty, taking a job at Dial Corporation in 1999. She spent the better part of the next two decades at private equity-backed portfolio brands within the consumer product space, with a focus on turnaround. Specializing in turnaround involves salvaging failing companies in a short timeframe, so stepping into the CEO role at Moroccanoil presented a completely different set of challenges for JuE.

Moroccanoil is a major player in a thriving space. The global cosmetic products market was a $532 billion industry in 2017, with a predicted growth to $863 billion by 2024. Hair care, specifically, was valued at $91.95 billion in 2017, and is expected to reach $112.57 billion by 2023.

Moroccanoil, a longtime celebrity and stylist favorite, first appeared on the market back in 2006, when Founder Carmen Tal launched a single argan oil hair treatment. The now multimillion-dollar company has grown to feature a variety of different hair and body products. It has also adopted an ambitious global growth strategy, which includes penetrating the travel retail market.

Moroccanoil brought on JuE to lead this massive omnichannel endeavor, through which the brand has optimized its on-site customer experience, grown its social presence, and continued to invest in eCommerce. For more details on JuE’s role in growing Moroccanoil, see the full interview with her here.

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