Juan Alonso de Lomas will be the new CEO of the new L'Oréal Portugal and L'Oréal Spain cluster. He succeeds Cátia Martins in leading L'Oréal Portugal, who, after three years, has taken on the role of General Manager of the professional products division for all of Europe.

From January 1, 2022, L'Oréal Portugal and L'Oréal Spain will create a cluster to better serve both countries. According to the future CEO, Juan Alonso de Lomas, “this new approach will allow L'Oréal to improve efficiency and agility in the highly competitive environment in which it operates. Together we will be stronger to anticipate and lead market changes in both countries, to reinforce our market share. We will also promote a richer intercultural experience for our employees, more appealing career paths and development opportunities for teams, as well as greater responsibilities in many roles .”

This new entity was co-created by both countries to ensure a multicultural organization, integrating the diversity of each country and guaranteeing " a perfect cultural understanding of local consumers and distribution channels ".

Starting in January, 50 employees will transfer from Portugal to work in teams within the cluster, based in Madrid's offices.

Juan Alonso de Lomas

With over 30 years of experience in the beauty sector, 23 of which were spent with the L'Oréal Group, Juan Alonso de Lomas held various positions of responsibility within the group. After joining L'Oréal Spain in 1998, he spent his first ten years in various commercial and management roles in the consumer products division (DPGP), which includes brands such as L'Oréal Paris, Garnier, and Maybelline.

Juan Alonso Lomas also spent two years on the management team for Western Europe and four years as general manager of the consumer goods division for Latin America, before taking over the leadership of L'Oréal Spain in 2017.

L'Oréal in Portugal

L'Oréal will remain in Portugal, at its headquarters in Miraflores, reinforcing its activation team, maintaining 300 employees to promote local proximity and boost the "consumer-centricity" strategy. This team will be led by Gonçalo Nascimento, who is part of the executive committee of the new entity and assumes the role of Country Coordinator for Portugal, while also maintaining his responsibility as Market Director for the professional products division.

“ Portugal is a market with significant growth potential. We will work on a local activation strategy with the Portuguese consumer, closer relationships with our retail partners, while continuing the digital transformation already underway. Our objectives include attracting more consumers to the beauty industry, strengthening our market share in Portugal ,” says Gonçalo Nascimento.

Gonçalo Nascimento

Gonçalo Nascimento joined L'Oréal Portugal in 1998 in the marketing department and later moved to the commercial area, where he assumed a management position. He led the L'Oréal Professionnel and Kérastase brands, and launched Shu Uemura Art of Hair in Portugal. In 2011, he took on the role of Director of Markets and Key Professional Accounts in Spain.

In 2014, he moved to the headquarters in Paris, where he was promoted to director of L'Oréal Professionnel and Matrix for Eastern Europe. Upon returning to Portugal, he assumed a commercial position managing major national and international accounts in the consumer goods division.

In April 2017, he was appointed general manager of the professional division, with the mission of leading the transformation of professional beauty, establishing strong online and offline partnerships, and fostering an agile, entrepreneurial, and modern organization.