Leferi co-CEOs Choi In-seok (left) and Jin Se-hoon [Leferi]
Leferi co-CEOs Choi In-seok (left) and Jin Se-hoon [Leferi]

Leferi, a creator-based beauty value chain group, announced Monday it has appointed Jin Se-hoon, former vice president of CJ Olive Young, as co-CEO.

Jin will lead efforts to drive consumer purchasing conversions at the retail level through Leferi's creator content marketing. Co-CEO Choi In-seok will oversee growth of the creator value chain combined with AI, while Jin expands the company's retailer relationships and market reach.

Leferi has been building its overseas presence in recent months. In April, the company co-hosted a "K-Beauty Select Store" event with Amazon in Omotesando, Tokyo, and ran an online K-beauty special exhibition on Amazon Japan during the same period. More recently, it has launched marketing solutions targeting a Qoo10 Japan promotional event and an Amazon US expansion, supporting brands seeking to enter overseas markets.

Jin plans to incorporate retailer merchandising criteria into the marketing design process from the outset and develop collaborative models with retailers. The company intends to extend its solutions to major overseas retailers and e-commerce platforms in Japan, the United States and other key markets.

Leferi also plans to broaden its investment base. With the company set to pursue a large-scale beauty strategy fund next year, the goal is to build a structure in which promising K-beauty brands receive integrated support covering investment, marketing and retail distribution.

Jin previously worked at GS Watsons and Amorepacific before joining CJ Olive Young in 2012. Over the following 14 years, he held roles including merchandising manager and head of the MD division, building the company's online and global business foundation.


spa@heraldcorp.com