Hong Kong-listed beauty business The L’Occitane Group has appointed Andre J Hoffmann as its new CEO, taking over from Reinold Geiger, who led the business for more than 25 years.

Hoffmann will also continue his previous role as the vice-chairman of the board and executive director, while Geiger continues to be board chairman and an executive director.

According to a statement from the group, “Under the new organisational structure, Hoffmann will drive the group’s strategic planning to leverage the strengths of its core business in order to scale innovations and create large-scale new businesses, while continuing to build each brand’s unique identity.”

Hoffmann, 65, has held various senior leadership roles with L’Occitane during the more than 25 years he has worked with the company. Between 1995 and 2017, he was in charge of the brand’s Asia-Pacific business and in 2001, he was appointed as executive director and vice-chairman in 2016.

He has more than 30 years of experience in the retail and distribution of cosmetics, luxury products and fashion in Asia-Pacific and is also a director of Pacifique Agencies (Far East), which was a joint venture partner for the distribution of L’Occitane products in the Asia-Pacific region between 1995 and 2004.