LG Household & Health Care Appoints Vice President Moon Hye-young as Head of Americas Business Division

Starbucks and Amazon Alumni... Working Locally in New York, USA

Moon Hye-young, Vice President of LG Household & Health Care. Photo by LG Household & Health Care

[Asia Economy Reporter Moon Hyewon] LG Household & Health Care announced on the 4th that it has recruited Moon Hyeyoung, Vice President (52), formerly of global companies Starbucks and Amazon, as Head of North America Business to strengthen its business in the North American region, the world's largest beauty market.

LG Household & Health Care is targeting the North American market with luxury cosmetics such as Whoo, O Hui, and belif, as well as daily beauty brands like Dr. Groot, Perioe, and Physiogel. As Head of North America Business directly under the CEO, Vice President Moon oversees the entire North American operations, including these brands and local subsidiaries such as The Avon, Boinca, and The Cramshell. Through this, LG Household & Health Care plans to strengthen its business capabilities and operational systems in North America and actively secure synergies between brands and businesses tailored to the local market and customer characteristics.

Previously, LG Household & Health Care began its North American expansion by acquiring New Avon, the predecessor of The Avon, in 2019, followed by the Asian and North American business rights of Physiogel in 2020, Boinca, which owns the US high-end fashion haircare brand Arctic Fox, in 2021, and last year, the 'K-Beauty Heritage' cosmetics brand The Cramshell.

Vice President Moon joined Starbucks in the US in 2004 and gained comprehensive experience in core company-wide roles over about 14 years, including strategy, marketing, product management, customer experience, digital transformation (DX), and launching customer loyalty programs. Since 2019, she has overseen global marketing for Amazon Business, Amazon's B2B specialized purchasing platform, carrying out missions such as initial organizational setup, business process establishment, and branding.

LG Household & Health Care focused on Vice President Moon's diverse experience and roles in B2C and B2B businesses at global companies' US headquarters over many years. In particular, they expect her to leverage her successful experience launching and operating Starbucks' representative loyalty program, 'Starbucks Rewards,' as well as digital tasks such as mobile food and beverage ordering and payment, membership benefit accumulation, and product purchases during her tenure at Starbucks, to provide differentiated customer experiences and strengthen responsiveness at digital touchpoints.

Vice President Moon, who started her duties this month, will work locally in New York, USA. Born in 1971, she majored in sociology at Seoul National University and earned her master's and doctoral degrees in sociology from Stanford University in the United States.

This content was produced with the assistance of AI translation services.