PARIS – L’Oréal said that Alexandre Popoff, general manager of the Eastern Europe zone, will also steer the Africa-Middle East zone for the company starting on June 1.

Popoff is to succeed Geoff Skingsley in the newly appointed position. Skingsley, for his part, will become nonexecutive chairman of L’Oréal U.K. and Ireland.

Under Popoff, the Eastern Europe and Africa-Middle East zones are to each keep their own structure and operating account, while benefiting from critical size vis-à-vis L’Oréal’s divisions and central services, the French beauty giant said.

Popoff, who joined the company in 1989, became executive vice president of the Eastern Europe zone in July 2013. Prior to that, he held numerous positions at L’Oréal, including at Lascad, Garnier and L’Oréal Paris.

Skingsley started at L’Oréal in 1986. His former roles comprised executive vice president of human resources for, and country manager for India and for the U.K., among others.