Interview with Jorge Cubillo, "General Commercial Director" Luxury Division of L'Oréal Spain

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BP.- What is your main mission as General Commercial Director of the Luxury division of L’Oréal Spain? What objectives have been proposed from this position?

Jorge reveals in this interview what his mission is within L’Oréal Luxe in our country and offers us an x-ray of the panorama of selective distribution and the keys to the growth of the sector in the future.

Jorge C – The consolidation of the team, the modernization of our distribution, with a truly multi-channel approach, with better use of data, more transparency, more efficiency and, above all, greater valorization and greater focus on sustainability. Finally, the continuity of the development of the new Retail Excellence department to raise the image of our brands in a profitable way, both in physical stores and in DTC or e-retail.

On the other hand, we need to define a commercial strategy by Cluster of brands. The portfolio we work with is very wide and we need to simplify and clarify what our objectives are by brand and category. I think it will be good for both our customers and consumers. Our main objective is to offer the best value proposition for both the customer and the consumer, as well as contribute to market growth.

BP.- From L’Oréal Luxe Spain, how do you see the panorama of selective distribution in our country?

Jorge C.- I still see a very strong market, very dynamic, differentiating compared to other European markets. Logically and, as expected, there is a concentration, but I don’t think we’ll reach the level of other markets.

We have to be aware of the unique and interesting thing in our market, where regional perfumeries continue to have a very strong presence in their areas and, honestly, I think that manufacturers have to help keep this this way. Above all, looking from a consumer and supply point of view.

We have a very powerful and reference retail channel in Europe where it allows us to find the maximum expression of our brands, be closer to our consumers, connect with them and be able to really know what their needs are, their preferences, etc. And use all this knowledge to develop, launch good products, follow market trends.

In Spain we have a very powerful retail channel and a reference in Europe

In short, I see a very competitive market, but with great opportunities for those retailers who seek differentiation and excellence. Let’s not forget that we are a market of 47 million people who, if we consider the tourists we receive annually, become a market three times larger, with the impact that this has on consumption. There will be room for everyone because we are a very attractive market for consumers, both domestic and foreign.

BP.- Taking into account the omnichannel in which the world of beauty is immersed, where should the modernization of selective distribution go following this multi-channel approach?

Jorge C.- I see a lot of improvement in the whole issue of operations, from making a good management of the stock to the management of the OSA. I understand that investing in this area is complicated to see the return on investment in the short term, but in an inflationary market, so competitive where the margins are so narrowed, a source of optimization, maximization and even financing is all the improvement in the supply chain. And of course, excellence in service, both on/off, and providing your POS with a differentiating and attractive image for consumers.

BP.- In this sense, what are the main advantages that this multi-channel brings to L’Oréal Luxe Spain?

Jorge C.- Customer identification and scope. By using multiple communication channels, we can reach more customers, a much larger market, establishing closer and more personal relationships, thus generating greater trust in our brands. This makes us have greater presence and recognition.

And we can’t forget the issue of Data. The information that the company has about customers is potentially increased, allowing to clearly identify who the potential customers are and make an ad-hoc strategy and thus really offer what they need.

BP.- On the other hand, you are also responsible for the Retail Excellence department. What aspects do the company focus on to improve the image of their brands both in the physical store and online?

Jorge C.- Customer knowledge and satisfaction. Ensuring customer satisfaction and retention is key to long-term success for our brands. We must understand very well what the real needs of our customers are, address their concerns and continuously improve the customer experience.

Encouraging innovation can lead to the development of new approaches, products or services that help us differentiate ourselves and improve the image of our brands. As I mentioned before, it is key to have a clustered commercial strategy. Currently, we work with more than 15 brands and it is essential that we give each of them their prominence by defining very well, their positioning, their development channel, etc.

BP.- What is the L’Oréal Luxe category that works best in the physical store? And in the online field?

Jorge C.- Although in all categories we are with positive evolutions, it is in the fragrance category where we see greater growth, both online and offline. I think the category where we face a greater challenge is in skincare. We are seeing a significant transfer of consumers from the selective market to the parapharmacy market and even to the mass market.

I think that here manufacturers have to make an important bet on innovation and reformulation to find that differentiation again compared to other markets.

BP.- What are the challenges faced by the perfumery and selective cosmetics sector in Spain?

Jorge C.- We are in a moment of really change where we have to ask ourselves if we have good business models. We are in a highly competitive market in an inflationary environment. If we want to continue building a strong market, differentiating the rest of Europe, we have to continue building sustainable businesses over time where we guarantee the viability of them.

BP.- From your point of view, how should industry and retailers work to face these challenges?

Jorge C.- Working with transparency, sharing as much information as possible. I think that at this point we should learn from other markets where it is common to share information to take advantage of opportunities, anticipate possible risks and, above all, be able to develop good business plans to develop them together.

Ana JaureGuizar, New President of L’Oréal Groupe Spain And Portugal

L’Oréal Groupe has announced the appointment of Ana Jaureguizar as the new President of L’Oréal Groupe Spain and Portugal with effect from July 1, 2026.

Ana Jaureguizar, current General Manager of the Consumer Products Division of L’Oréal Groupe for the Spain-Portugal cluster, will succeed Juan Alonso de Lomas, who has decided to complete his professional career to undertake personal projects after an outstanding and successful career of 28 years in the Group, the last nine at the head of the subsidiaries of Spain and Portugal leaving a legacy of growth, transformation and innovation. This appointment reaffirms L’Oréal Groupe’s commitment to internal talent and strategic planning in the succession of its key leaders.

Strategic vision and business transformation

Ana Jaureguizar joined L’Oréal Groupe in 2006 as Area Manager at Travel Retail Europa, after 7 years in investment banking and strategic consulting in London and Madrid. Since then, he has developed an exceptional career characterized by his international projection, leading key management positions in different divisions, where he has stood out for driving growth, leading complex transformations and building high-performance teams.

In 2011 she was promoted to CEO of Travel Retail EMEA for brands such as Lancôme and Kiehl’s, before joining Spain as General Manager of Lancôme. Between 2018 and 2023, as General Director of the Luxury Division, she led the integration of the Spain-Portugal cluster, achieving significant growth in turnover and market share, launching 5 new brands, leading various transformation projects and modernizing the Go-To-Market model of the retail business.

Since 2023, she has been in charge of the Consumer Products Division for Spain and Portugal, being a key architect of growth in a challenging context. The conquest of leadership in hair care, the successful launch of Mixa or the TikTok Shop model are examples of its impact. His profile combines the demand for results with an innovative mentality focused on the transformation and modernization of operations and the development of talent.

“I’ve known Ana for many years. She is a born leader with a great entrepreneurial and innovative mentality. Ana brings a unique combination of strategic vision, proximity to customers and partners, and a great ability to create and develop exceptional teams,” says Juan Alonso de Lomas “Her demonstrated ability to drive and lead ambitious and complex changes, along with her diversified experience in the Luxury and Consumer Goods divisions make her the ideal leader to write the next successful chapter of L’Oréal Group in Spain and Portugal.”

For her part, Ana Jaureguizar has stated that “I take on the challenge with deep emotion and a huge sense of responsibility. I appreciate the trust placed in me and the exceptional legacy that Juan leaves after almost 30 years of inspiring leadership. I am fortunate to have teams of exceptional talent, recognized for their winning spirit and agility. My vision is to continue growing sustainably on these solid foundations so that Spain and Portugal continue to be a growth engine and a reference in key transformation and modernization for L’Oréal Groupe in Europe; with innovation and people always as priorities.”

Don’t miss the full interview in the latest edition of BEAUTYPROF (Nº 136).