A New Chief Digital Officer at L’Oréal

L'Oréal appointed Asmita Dubey as chief digital officer and a member of the group’s executive committee. She succeeds Lubomira Rochet, who left the company after seven years at L’Oréal. The appointment is effective immediately.

Dubey had been chief media officer for L'Oréal and chief digital officer for the consumer products division. In this new role, she leads L’Oréal on the second phase of its digital transformation; in a data-driven and tech-enabled world, where services and direct to consumer relationships will be driving online + offline acceleration.  An Indian national, with a long-standing career in China, Dubey successfully spearheaded marketing and digital transformation programs in the world’s largest and most complex digital market.

“Asmita is a real expert in her field and is a true strategic thinker, with a unique ability to simplify within complexity,” said Nicolas Hieronimus, deputy chief executive officer of L’Oréal, in charge of divisions. “With her long-term experience in digital marketing, trend-spotting and consumer centricity, she is the perfect choice to build the next big phase of our digital transformation. Under her leadership, we will continue to evolve L’Oréal’s marketing model, adopt new tech- and data-driven solutions, such as artificial intelligence and zero-party data, and accelerate emerging business models, such as social commerce. I am very excited that Asmita joins our executive committee.”

With a background in both statistics and economics, Dubey started her career in the Indian advertising industry.  Later in China, she activated hugely impactful campaigns for some of the world’s biggest FMCG companies. As part of the group, Dubey laid the foundations for L’Oréal’s e-commerce acceleration in China. She built L’Oréal’s first joint-business partnerships with Alibaba and Tencent and established a broader start-up ecosystem. As chief marketing officer for China and Asia Pacific for L’Oréal, she strengthened L’Oréal’s digital footprint in this rapidly growing region.

As chief media officer, Dubey helped the group maximize media value and ROI by focusing on key digital growth drivers; bringing together L'Oréal's media eco-system (of paid, owned, earned, on-line and off-line), modernizing content production and adopting new cutting-edge tools and technologies.

Dubey succeeds Rochet, who joined the Group in 2014, and who has been responsible for L’Oréal’s successful transformation into a digital first company. After seven years with the group, Rochet decided to pursue new career opportunities outside of L’Oréal.

During her time at L’Oréal, Rochet put the group at the forefront of digital and e-commerce, for a more connected, more personalized, and more social beauty. According to the company her clear and inspiring vision, her expertise, and her enthusiasm, made L’Oréal a digital first company. 

As a result, digital is now fully embedded in all divisions, all countries, and all dimensions of the business, with a close attention to data privacy and the ethics of algorithms and artificial intelligence. E-commerce has now become L'Oréal's largest market.

“Over the past seven years, Lubomira has transformed our approach to digital, which is now fully embedded across all of our divisions, brands and countries,” said Jean-Paul Agon, chairman and chief executive officer. “Thanks to her leadership, millions of consumers around the world can now try on makeup, select hair color and conduct skin diagnostics – at their leisure and wherever they are. We would like to warmly thank Lubomira and wish her every success for the next step in her professional career.”