Alexandre Choueiri has been appointed global president of Ralph Lauren Fragrances.
A visual for Ralph Lauren’s Tender Romance ad campaign.
The promotion comes after Choueiri, who has been with L’Oréal since 2000, spent about seven years with the company’s International Designer Collections division, where he is currently president of the U.S. business. Before IDC, Choueiri spent time at Lancôme, Helena Rubinstein and Kiehl’s.
The Ralph Lauren job elevates Choueiri into a global role. He will remain based in New York, and report to Guillaume de Lesquen, global president of designer brands fragrances, who is based in Paris.
Choueiri, who has spent the past few years building out L’Oréal’s designer beauty portfolio, said the Ralph Lauren brand was one of the company’s “most beautiful.”
“It’s a brand that’s always been very dear to my heart,” Choueiri told WWD in an interview. “I remember when I was a teenager, my first luxury purchase was a polo shirt at the Madeleine store. I still remember how much it cost me because it was several hours of tuition.”
Ralph Lauren has multiple fragrance pillars for both men and women, including Polo Blue (and Red), Romance, Woman and the Ralph Lauren Collection. Industry sources estimated that the operation does about