Joana Fleury has assumed the role of general manager for L’Oréal Professional Products in Spain and Portugal, marking her first time living and working outside her native Brazil. According to L’Oréal, the executive oversees key professional hair care brands including Kérastase, L’Oréal Professionnel, and Redken across the Iberian market.
Joana Fleury Takes Helm at L’Oréal Professional Products for Spain and Portugal
Relocation and Leadership Style
Relocating to Madrid with her husband and three children aged 13, 9, and 8, Fleury balanced a major family transition with stepping into her new corporate responsibilities. According to Fleury, the move required open communication with her children regarding the uncertainties of moving abroad. Professionally, her management approach centers on building collaborative teams rather than relying on a solitary leadership model. Having started her career as an intern at Unilever Brazil before joining L’Oréal in 2014, Fleury emphasizes transparency and active listening within the workplace, noting that leaders must train themselves to ask the right questions so employees feel comfortable speaking candidly.
Market Trends and the Professional Hair Sector
The professional hair care sector is experiencing significant growth, driven by changing consumer habits and demographic shifts. According to Fleury, consumers are investing more in hair maintenance, expanding their regular home routines from an average of two products to three. Furthermore, Fleury notes that an aging population maintaining longer hairstyles, combined with influence from Latin American beauty markets and a growing male grooming segment, continues to expand the industry. Her primary objectives in the new role include sustaining market leadership in Spain and Portugal while elevating the professional standing of hairdressers and salon businesses.
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