Sam Cheow pro-actively envisions the future — a disruptive perspective that engages the next wave of groundbreaking innovation as something that can be created or shaped today in real time — ahead of the curve but solidly on point. A self-described “Trend Economist” with more than 15 years' experience in the beauty industries, Cheow has a discerning finger on the pulse of fashion, beauty and pop-culture at large — authoritatively identifying emerging product and beauty trends while effectively developing and monetizing forward-looking innovations into applicable market strategies and products for both sexes. A L’Oréal veteran with over 18 years in global brand, marketing, and product development, Cheow’s current mission is to consult and advise L’Oréal USA on acceleration and investment in trends and market-crushing innovations that he both identifies and develops — all towards the goal of driving growth and maximizing the recruitment of new consumers. Sam Cheow also serves as the head of métier for Hair, Makeup, Skin, Men’s & Alternative Business while providing strategic counsel to the CEO, CMO and the division presidents by identifying new incubation opportunities and integrating these opportunities by way of partnership or acquisition. In addition to his many roles. he is also the founder of a new internal business structure called the ‘CMO Agency’. The agency is focused on incubating and accelerating new ideas by harnessing an entirely new way of working internally. Comprised of handpicked internal entrepreneurs, CMO ‘agents’ are ultimately responsible for hacking and harvesting the best mind-candy in the intellectual marketplace — bringing exciting new products and experiences at an accelerated speed. Prior to joining L’Oréal, Sam had a brief affair with Peter Rabbit in Europe and was responsible for introducing him to China. Previously, he led various agencies in Auckland, New Zealand, Hong Kong and Singapore to pitch (and win) select accounts.