My role is to identify any potential growth drivers for the Division, whether in products, distribution channels or changes in consumer trends.
I am also responsible for increasing the Division’s market share by planning launches and advertising campaigns over the course of the year that will help us reach or surpass our annual turnover targets.
The Moroccan cosmetics market is rapidly changing and I always need to be one step ahead, constantly seeking new opportunities whenever they arise. I am optimistic about L’Oréal’s growth potential in the country for a number of reasons: women in Morocco are beginning to enjoy more financial freedom and the number of women in the workplace is growing, bringing greater demand for beauty products; at the same time, the changing face of distribution channels makes it possible to better promote our products in points of sale—in the past, the perfumer was a linchpin in the customer’s decision-making process; now, however, consumers are exposed to products directly, and women are able to define their own purchasing experience. The thing I like about L’Oréal Morocco is that I know whatever ideas I come up with (provided they are realistic), anything is possible. Day in, day out, the company gives me the means to successfully see through my projects.