Former L’Oréal exec to head interactive sample producer

NEW YORK — Former L’Oréal executive Serge Jureidini has been named CEO and president of Arcade Marketing.



Jureidini succeeds Debra Leipman-Yale, who passed away unexpectedly. He will also serve as a director on Arcade Marketing’s board of directors.



Arcade Marketing is a global developer and producer of multi-sensory and interactive sampling systems and packaging for the fine fragrance, cosmetics and personal care segments. The company is focused on expanding its global footprint, with operations now established in Brazil and China, and deepening its reach to serve the growing beauty, cosmetic and skin care segments.



Jureidini has more than 20 years of experience in the cosmetics and fragrance market segments. He spent his time at L’Oréal serving in various capacities and global geographies. Since 2008, Serge has been president of the Lancôme division of L’Oréal USA.



"I am excited to be joining an organization with such a rich heritage of innovation, quality and service that has allowed it to become the dynamic leader in its field," said Jureidini.



Arcade will look to leverage Jureidini’s global experience and brand marketing expertise to help the company achieve its business goals.