One of a handful of male honchos in the local beauty industry, Shawn today leads both trade partnerships and exclusive product development for Shiseido’s Cosmetics and Personal Care division across Asia. The 15-year FMCG veteran had demonstrated his marketing and sales acumen in his previous role overseeing Anessa, Ma Cherie, Senka, Tsubaki and ZA as General Manager for Cosmetics and Personal Care for Shiseido Singapore.
Over a short span of two years, the self-professed beauty junkie had successfully transformed his division’s business in Singapore with a slew of brilliant strategies and campaigns, even doubling the revenue of one of his brands. The lifelong HIV advocate who had once participated in a UN conference and a youth summit is now demonstrating social leadership through his work – by way of heart-warming and humorous publicity campaigns featuring marginalised groups to promote empowerment and diversity
He also propelled his brands into the digital age with high-tech pop-up stores, as well as consumer-driven activities and experiences. He launched locally the first-ever Shiseido mass beauty e-commerce store outside Japan, Watashi+ by Shiseido Singapore, on three popular online shopping platforms. As a testament to his creativity and capability, Anessa and Senka became the No. 1 sun care and foam cleanser brands respectively in 2019. Shiseido Singapore was also recently conferred three prestigious trade awards from Watsons.
Image: Leslie Kee for photography project Out in Singapore