Nairobi, Kenya – Yassine Bakkari, a Franco-Moroccan, has recently taken the helm as Managing Director of L’Oréal for East Africa. His appointment in 2022 marks a significant milestone in his career with the world’s leading cosmetics group, which he joined over a decade ago.
According to Africa News Agency, his role at L’Oréal extends beyond business operations to include an educational aspect, especially in a culturally rich and diverse region like Africa. “We have an educational role to play as captains of industry, as global beauty leaders,” he states. Emphasizing L’Oréal’s slogan, “create the beauty that moves the world forward,” Bakkari highlights the brand’s commitment to acknowledging cultural realities and differences to better meet the needs of various markets.
L’Oréal’s approach in Africa focuses on science and innovation, particularly in researching the beauty and care of African skin and hair, considering its unique characteristics. Bakkari notes the significance of local product development, with L’Oréal having a laboratory and two research and innovation centers in Nairobi and South Africa.
Since assuming his role in East Africa, Bakkari has faced the challenge of understanding the African markets due to limited data and surveys. Despite this, he is determined to increase L’Oréal’s presence in the region, acknowledging the brand’s modest market share, as reported in their 2019 annual report.
Bakkari’s journey to leadership began in Dijon, Burgundy. He recalls his early career at Tetra Pak, a Swedish food packaging group, where he led a team at the age of 22, including his father, a long-time employee of the company. His career path, which initially started in engineering at the University of Burgundy, later shifted towards business and marketing. He completed an MBA in marketing in Geneva, Switzerland, in 2010.
Reflecting on his family’s journey, Bakkari notes the significance of his return to Moroccan soil, this time as Managing Director of L’Oréal Morocco, a role he embraced before his current position in East Africa. For his father, who emigrated from Morocco in 1968, Bakkari’s success represents a fulfilling turn of events.