Yassine Bakkari, the brand new L’Oréal Managing Director for East Africa. PHOTO | COURTESY

French cosmetics multinational L’Oréal has appointed Yassine Bakkari as the brand new managing director for East Africa, changing Serge Sacre, who will now head the South Africa unit.

In his new function, Mr Bakkari will oversee operations in Kenya, Tanzania, Uganda, Rwanda, Burundi and Ethiopia.

“East Africa is a quickly rising area the place digital transformation and client expertise will likely be key to success,” Mr Bakkari stated, commenting on his appointment.

The world’s largest producer of magnificence merchandise, which additionally owns the native model Good & Pretty, is at the moment implementing a sustainability programme as cosmetics makers shift to safer and sustainable formulation to reply to altering preferences.

“As a world firm producing a number of the world’s most trusted manufacturers like L’Oréal Paris, Garnier, Mizani, Good & Pretty, CeraVe, Maybelline NY, Armani, L’Oréal Professionnel Paris and La Roche Posay, to call a couple of, this area is a vital a part of L’Oréal’s efforts to create the wonder that strikes the world,” Mr Bakkari stated.

Previous to his new appointment, Mr Bakkari was the Operations Director for L’Oréal Center East, the place he’s credited with making a unified expertise throughout e-commerce, retail and deep commerce.

He has additionally labored in Morocco as normal supervisor for the patron division.

He holds a Grasp of Enterprise Administration (MBA) in Advertising Administration from the European College, Enterprise College of Geneva, Switzerland and a Grasp’s in Industrial Engineering from the College of Burgundy, France.

The 110-year-old cosmetics firm has a portfolio of 35 worldwide manufacturers and an estimated annual revenue of €32 billion (Sh4.29 trillion).

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