Core Insights - The beauty industry is undergoing significant personnel changes, with executives from L'Oréal being highly sought after by various companies [1] - LG Household & Health Care appointed Lee Sun-joo, former president of L'Oréal Korea, as its new CEO effective October 1 [1][4] - Lee Sun-joo is recognized for her diverse brand marketing and business experience, which LG believes will help elevate its beauty and health sectors [4] Company Background - Lee Sun-joo has nearly 20 years of experience in the beauty industry, having started her career at L'Oréal in 2002 [8] - She held various significant positions at L'Oréal, including managing the Kiehl's brand, which became the second-largest luxury brand for L'Oréal during her tenure [7][8] - Prior to joining LG, she also served in leadership roles at L&P and Unilever, enhancing her credentials in the beauty sector [8] Current Challenges - LG Household & Health Care is facing severe challenges, with its latest financial report indicating a 47.4% drop in operating profit, nearly halving [10][14] - The beauty and cosmetics division has seen an 11.5% revenue decline and a staggering 70% drop in operating profit [10][14] - In contrast, competitors like Amorepacific have reported significant profit increases, highlighting LG's struggles in the market [10][12] Market Performance - LG's revenue in South Korea fell by 8.5% in the first half of 2025, and it was the only major Korean beauty company to experience a decline in the Chinese market, down 6% [10][12] - In North America, LG's performance was also underwhelming compared to competitors, with only a 4.8% growth, while others like APR saw a 236.3% increase [12][14] - The appointment of Lee Sun-joo is seen as a strategic move to address these challenges and revitalize the company's performance [14]