President of L’Oreal Japan leverages innovation

• Name: Jean-Pierre Charriton
• Title: President and Representative Director, Nihon L’Oreal K.K.
• URL: http://www.nihon-loreal.co.jp
• Hometown: Paris
• Years in Japan: 3

Jean-Pierre Charriton has traveled the world during his career, living in multiple countries during more than three decades with the global beauty giant L’Oreal. The lifestyle has suited the Parisian, who has relished the many opportunities to discover diverse cultures and people along the way.

Charriton came of age when France still required young men to perform national service, and he considers himself fortunate to have been selected for a role at the French Embassy in Canada in this capacity. With this initial taste of working abroad under his belt, L’Oreal seemed like a good fit for his next step.

“L’Oreal was — and still is — a very successful and familiar company in France, with a strong reputation in marketing. I also had a strong desire for an international career, and L’Oreal was a great match for that. And thirdly, it was known as a very entrepreneurial company that gave opportunities to young people,” Charriton explained.

His wish came true when he was sent to Jakarta in 1997 to run the luxury brands business. However, he was forced to leave Indonesia a year later amid civil unrest following the resignation of leader Suharto. Charriton was subsequently sent to Thailand for five years, followed by postings in South Korea, London, back to Paris and then to Hong Kong, where he headed luxury brands for the Asia-Pacific market for eight years.

Charriton arrived in Japan in 2021 to take on his current role as president of the Japan business. “In Hong Kong, I was on the front line of the business, advancing our brands, but being here in Japan has given me the opportunity to focus on other aspects, such as leveraging innovation,” he said.

Embracing sustainability across the whole company is a key issue for Charriton. Japan is a unique market in terms of extremely high consumer literacy on refillable products, and L’Oreal has been something of a pioneer in introducing refillables to the luxury market, including with the recently launched Lancome Genifique Ultima skin repair serum. “‘Good for the wallet, good for the planet’ is the way we present it,” he said with a smile.

He said that after living for 20 years in various locations around Asia, there is something of a “dream factor” about being in Japan. Even against the current backdrop of a stagnant economy and an aging population, the Japanese beauty market is one of the most dynamic in the world. “The growth is spectacular here, driven by local consumption, innovation and both online and offline engagement through stories,” he explained. “Then there are inbound visitors, who come to take advantage of the products and the great service and prices in Japan.”

He pointed out that this demand aligns with the “lipstick effect,” in which people buy small luxuries even as they hesitate on big-ticket items. “We are an industry of change, and we create products that people want to buy. People in Japan like new things, and they are savvy shoppers who recognize innovation and interesting products.”

Working at L’Oreal has allowed Charriton to discover his sense of purpose, helping people to use beauty as a way to feel more confident and enhance their self-esteem. He says it isn’t about trying to make people feel they must look a certain way, but rather about finding their own personal style. “It’s an important topic not just for women, but for men as well. We are exploring the potential of the men’s beauty market around the world, but particularly in Japan. There is definitely a growing appeal in beauty for men.”

The L’Oreal-UNESCO for Women in Science initiative is a global program to support female scientists. The Japan program began in 2005, and annual awards are granted to four women enrolled in or planning to enter a doctoral program in materials science or the life sciences. Charriton recently participated in a function at the French Embassy in Tokyo to launch applications for the program’s 19th season. The company has also started reaching out to junior high schools and parents in an effort to promote STEM education and careers for girls in Japan.

Science fans of all ages will soon be flocking to the Miraikan — the National Museum of Emerging Science and Innovation — to see a new exhibit that L’Oreal is sponsoring. Opening in November, “Notre-Dame Cathedral of Paris: A Journey Through Time with a Tablet” uses augmented-reality technology, allowing visitors to immerse themselves in the history and restoration of this French icon.

L’Oreal had some recent architectural innovation of its own, with the 2022 opening of the Beauty Valley in its Shinjuku headquarters. Inspired by Japan’s seasons and featuring fittings made from upcycled cosmetic products, this award-winning office space dovetailed perfectly with post-pandemic workplace trends.

“We have developed a much more creative use of space, where people can gather and collaborate. Our working style has changed since COVID. We have established a ‘three-two’ system so people can come in three days a week and work from home for two,” Charriton explained. “I like this idea of three-two, because there are times when we need to be together, and times when we need to concentrate and focus.”

Charriton seeks to maintain a sense of equilibrium in his own life, too. It comes as no surprise that this globetrotter lists travel as one of his favorite pastimes, along with hiking, back-country skiing and kite surfing. “I try to be organized in the way I approach things, and to also be conscious of recharging and disconnecting,” he said. “Balance is important, whether you hike up a mountain on the weekend or have a Monday morning meeting.”