Profs. Béatrice Collin and Marie Taillard set out exactly how the world leader in beauty turned itself into a digital and tech powerhouse by building on its legacy to reimagine relationships inside the company, and with its customers and partners.
Digital Makeover: How L'Oréal Put People First to Build a Beauty Tech Powerhouse offers an insider’s perspective into how this 110-year old number one cosmetics company in the world built on its legacy to transform itself into a digital and tech powerhouse. “Digital transformation and innovation are processes that stymie, and ultimately defeat, many companies across a wide range of industries,” the authors explain. “But unlike those firms, L'Oréal succeeded where others had failed, and managed to transform its operations from head to toe into a digital powerhouse. Now, with annual sales of $30 billion and a presence in 150 markets around the world, L'Oréal is technologically poised to maintain and expand its hold on the beauty industry.”
Professors Béatrice Collin and Marie Taillard, who is also the director of the school’s L’Oréal Professorship in Creativity Marketing, discuss how the company maintained its market leadership in the face of digital disruption, took a social-centric approach to beauty tech, e-commerce, and digital services, and leveraged its human and legacy resources to drive its push for digital dominance.
The book tells the story of a digital transformation that put people at the center of the company's strategy, trusting human, social, and cultural resources to define a natural role for digital tech at the core of L'Oréal. The authors tell a variety of success stories, ranging from a new approach to the beauty market, to the development of virtual reality apps, an embrace of e-commerce and programmatic media buying, and a push into the most digitally innovative market, China.
Organized around illuminating case studies and told as a series of exciting and memorable anecdotes, Digital Makeover delivers an in-depth and highly relatable best practice story that incorporates a critical and realistic perspective with useful end-of-chapter transformation tips.
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