Yves Rocher Portugal hands over general direction to Rita Reis

Having been present in the Portuguese market for over 35 years, over the last few years Yves Rocher has been transforming its business model in Portuguese territory. Now, to promote this new stage, the French brand specializing in plant-based cosmetics has appointed a new general director. Since the beginning of February, Rita Reis, who has been with the company for 10 years, has been the new general director of Yves Rocher Portugal.

With a degree in Economics from the Faculty of Economics of the University of Porto, the 43-year-old executive previously worked in companies such as Avon and CISCO, both in Portugal and in the United States.

Counting, according to the company, “with a vast knowledge of the essence of the brand and its main values”, in her new roles Rita Reis will “continue the transformation and repositioning process started in 2021”, indicates Yves Rocher in a statement . In this sense, its main goals include “consolidating the brand’s positioning in Portugal, promoting it as a brand specialized in facial care, and demonstrating and reinforcing the quality of the products and their effectiveness, so that, naturally, they become loyal. customers”.

Rita Reis emphasizes that it is “also essential” to provide the brand’s consultants with “tools that allow them not only to win new clients, but also to meet their expectations”. The new general director also highlights the recent launch of e-commerce of the brand in Portugal, which in addition to already functioning “as a facilitating resource in the day-to-day life” of consultants, will also allow Yves Rocher to “reach more customers, making the brand increasingly accessible to everyone”.

The appointment of a new general director is the latest example of Yves Rocher’s commitment to the Portuguese market. In addition to new leadership and e-commerce for the Portuguese marketover the last year and a half the brand has focused on opening outlets popupthus reinforcing proximity to local customers, who over the last 35 years have had access to their products essentially through catalog sales.