Companies
French firm L’Oréal appoints new MD for East Africa
Wednesday February 22 2023
Yassine Bakkari, the new L’Oréal Managing Director for East Africa. PHOTO | COURTESY
French cosmetics multinational L’Oréal has appointed Yassine Bakkari as the new managing director for East Africa, replacing Serge Sacre, who will now head the South Africa unit.
In his new role, Mr Bakkari will oversee operations in Kenya, Tanzania, Uganda, Rwanda, Burundi and Ethiopia.
“East Africa is a rapidly growing region where digital transformation and consumer experience will be key to success,” Mr Bakkari said, commenting on his appointment.
The world’s largest manufacturer of beauty products, which also owns the local brand Nice & Lovely, is currently implementing a sustainability programme as cosmetics makers shift to safer and sustainable formulas to respond to changing preferences.
“As a global company producing some of the world’s most trusted brands like L’Oréal Paris, Garnier, Mizani, Nice & Lovely, CeraVe, Maybelline NY, Armani, L’Oréal Professionnel Paris and La Roche Posay, to name a few, this region is a critical part of L’Oréal’s efforts to create the beauty that moves the world,” Mr Bakkari said.
Prior to his new appointment, Mr Bakkari was the Operations Director for L’Oréal Middle East, where he is credited with creating a unified experience across e-commerce, retail and deep trade.
He has also worked in Morocco as general manager for the consumer division.
He holds a Master of Business Administration (MBA) in Marketing Management from the European University, Business School of Geneva, Switzerland and a Master’s in Industrial Engineering from the University of Burgundy, France.
The 110-year-old cosmetics company has a portfolio of 35 international brands and an estimated annual income of €32 billion (Sh4.29 trillion).
