Ann Massal

SVP New Business Global, L’Oréal Paris

SVP New Businesses| L’ORÉAL

Born in Paris, Ann Massal studied Innovation at Sorbonne (CELSA), a department she now lectures at frequently. She joined the L’Oréal Group in 2000 after a few assignments in other prospective agencies. Soon after, she moved to New York to spearhead Maybelline New York Asian Business Deployment and launched the first BB Cream taking the market by storm. She then moved to London to oversee The Body Shop Brand Worldwide where she signed Lily Cole as a spokesperson and drove the brand re-launch including the new communication platform, store concept, and packaging. 2012 was the best year for the brand under L’Oreal’s tenure with significant market share gain.

In 2015, she took over a newly created role at L’Oréal Corporate as SVP for New Businesses to help spearhead new business models and push forward the thinking on new distribution channels (ecommerce/retail/travel retail).

She also founded, ANNONYM, an innovation agency that helps blue chip companies and start up create new brands or value propositions, mainly in the fields of cosmetics, fashion & food. She has consulted for Vichy, La Scad, Baxter of California, Comvita, Otium Capital, Napoleon X, Benamôr 1925, Pierre Marcolini to name just a few.

E-Commerce first: To be or not to be?