Yassine Bakkari : “We have an educational role as a global beauty leader”
From Nairobi, Kenya, Yassine Bakkari, Managing Director of L'Oréal East Africa, represents a group at the forefront of innovation. The son of Moroccan immigrants, he defends the cultural diversity of African beauty.
By Mérième Alaoui
Yassine Bakkari, a Franco-Moroccan, has been appointed Managing Director of L’Oréal for East Africa in 2022, writing a new chapter in his career after a decade with the world’s leading cosmetics group. « We have an educational role to play as captains of industry, as global beauty leaders. When we say ‘create the beauty that moves the world forward’, L’Oréal’s slogan, it also means helping to raise awareness of cultural realities and differences in order to meet needs ». The brand seeks to differentiate itself by making science and innovation part of its DNA. « This is especially true in Africa, where research into the beauty and care of African skin and hair has increased in recent years to take into account its specific characteristics.
« From a marketing perspective, we are innovating and developing tomorrow’s products locally. L’Oréal’s strength is that we have a laboratory and, above all, two research and innovation centers: one in Nairobi and one in South Africa ». Since his arrival in East Africa, one of the main challenges for the Managing Director has been to « understand the data and the African markets, because there aren’t many measurements or surveys ». The L’Oréal brand is still not very present in the daily lives of Africans. In 2019, the Africa and Middle East region accounted for just 2.3% of sales, according to the annual report. « We are trying to capture more of this market. We’re here to develop, to meet aspirations. But before we can do that, we need to understand. What are the key concerns of the sector ? «
If you look at the size of the beauty market in Africa in relation to the number of inhabitants, it’s still very ridiculous
The French group, with its strong capabilities, is showing its ambition and confidence. « We have seen exponential growth over the last four years. This should continue for the next ten years. Africa has real potential. If you look at the size of the beauty market in terms of population, it’s still very ridiculous ».
Born in Dijon, Burgundy, Yassine Bakkari began his career in his hometown at a very young age. By the time he was 22, he was leading a team. « I was in charge of about a hundred people at Tetra Pak, a Swedish food packaging group. It was the factory where my father had worked for thirty years. I became his supervisor. We went to work together and came home together. It was a great source of pride for him, » smiles the son of Moroccan immigrants. « I had already worked there temporarily to finance my studies. After an engineering internship, I was offered a management position. This gave me the opportunity to quickly develop my leadership skills. »
If I had had the choice and the money, I would have gone to a business school!
Nothing predestined this polyglot for management. After studying engineering at the University of Burgundy, which is affiliated to the Ecole des Mines, he graduated in industrial systems engineering. « If I had the choice and the money, I would have gone to business school! » Years later, in 2010, he completed a three-year MBA in marketing in Geneva, Switzerland. « My father left Morocco in 1968 with his values and his education and nothing else, as he always says. » Fifty years later, Yassine Bakkari returned to Moroccan soil, this time as managing director of L’Oréal Morocco. « For him, it was more than a revenge of life ». Another moment of pride.
