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About Chris


Chris Neo Profile

Chris has over two decades of experience managing MNC business units, driving innovation, building business and talent in the consumer goods, beauty, and luxury world. He started his career as a brand management with Procter & Gamble. In 1995, began his two-decade long career with the L’Oréal Group. Starting as marketing manager in Singapore, he progressed through the ranks and became General Manager in Hong Kong for L’Oréal’s Consumer Products division, where he achieved significant breakthroughs against a backdrop of poor historical business. On top of growth and business results, he launched a compelling image for the L’Oréal consumer brands within the competitive city landscape, and helped create firm foundations for the L’Oreal consumer brands in the city. In 2007, Chris was relocated to Malaysia, initially as general manager for the L’Oréal Consumer Products division and subsequently appointed as general manager for the L’Oréal Consumer Products division for both Malaysia and Singapore. In 2008, he was made Country Manager and Managing Director for L’Oréal Singapore and was overall responsible for the L’Oréal Group’s business in Singapore. As the country manager, besides responsible for overall country entity results, he was also in charge of developing clear business strategies and direction for each business units. He was also responsible for the advancement of corporate reputation and took a direct hand in driving innovation and talent development. Chris also had a key role in the set up and support of L’Oréal’s regional organisations based in Singapore, including helping connect L’Oreal’s significant scientific researchers community to Singapore’s AStar and other relevant government-supported organizations.


In 2017 Chris joined a private equity firm project in Vietnam as CEO of VUS (Vietnam USA Society). VUS is the leader in the ELT (English language training) industry in Vietnam, with millions of learners enrolling for it’s unique English courses since it’s foundation, despite maintaining a conservative number of outlets. As the first foreign CEO in the company’s history, Chris drove both business expansion strategies and modernization projects to help the company prepare for the next leap towards International expansion. He developed a modern IT-assisted learning strategy, drove expansion within Vietnam via new + different school formats targeting new customer sectors, smaller school sizes to reach key neighbourhoods via bringing locational convenience to parents, and implemented breakthrough 2-HQ-hub strategy to solve the decades old challenge for VUS’s expansion ambition in Hanoi.

In 2018 Chris took on the role of chief development officer (CDO) for International Housewares Retail Company Ltd (IHR), a company listed on the mainboard of the Hong Kong Stock Exchange (stock code: 1373). IHR is a retail specialist. It’s largest business unit is Japan Home (Household products), but the group is actively developing new retail businesses like 123 by Ella (Fast Retail, Beauty FMCG) and DayDay Store (F&B, Personal Care FMCG). Between 2016 & 2018, Chris served on the board of IHR as an independent non-executive director (INED). Now, as CDO for IHR, Chris oversees the group’s future development efforts, including House Brands, ECommerce + Omni-Channel retail development, logistics capability enhancement, as well as creating new factories & Business Units, enabling the company to enter new retail arenas like the Food & Beverage sector. Chris is also in charge of the group’s new brand image development direction, overseas business strategy as well as other business collaboration and M&A efforts.

Chris was also previously an INED of AL Group Ltd, a Interior Design & Build company listed on the GEM board of Hong Kong Stock Exchange (stock code: 8260) between 2016 and 2017, and a former President of the Association of Perfume and Cosmetics Distributors (APCD) in Singapore. He also has experience in business transformation consultation projects both in Hong Kong and Shanghai. Chris graduated with a BBA degree from the National University of Singapore.

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