Digital Makeover How L'Oreal Put People First to Build a Beauty Tech Powerhouse

by Collin, Bé; atrice; Taillard, Marie

• ISBN13: 9781119706106
• ISBN10: 1119706106
• Edition: 1st
• Format: Hardcover
• Copyright: 2021-02-24
• Publisher: Wiley

Summary

Get an insider’s perspective into how this 110-year old world leader in beauty built on its legacy to transform itself into a digital and tech powerhouse  

Digital Makeover: How L'Oréal Put People First to Build a Beauty Tech Powerhouse examines L’Oréal’s successful people-driven digital transformation. Professors and authors Beatrice Collin and Marie Taillard set out exactly how L’Oréal 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 comprehensively describes L’Oréal’s strategy, including: 

• Maintaining market leadership in the face of disruption 
• Believing in the transformative power of the organization, its legacy and its people 
• A social-centric approach to beauty tech, ecommerce and digital services 
• The company’s successful play for market dominance in China 
• Case studies that showcase best practices for digital transformation across sectors 

Digital Makeover is perfect for anyone interested in business strategy, marketing, or digital transformation, as well as businesspeople and leaders from inside and outside the beauty industry and belongs on the shelves of anyone with an interest in organizational transformation, management, leadership, and digital strategies. 

Author Biography

BÉATRICE COLLIN is Professor of Strategy and International Management at ESCP Business School. Her research focuses on digital innovation and transformation, and she is recognized as a leading global expert on L'Oréal. 

MARIE TAILLARD is Professor of Marketing at ESCP Business School. She has over thirty years of experience supporting small and large companies worldwide and teaches across continents in graduate and executive learning programs. Her research focuses on digital transformation and customer centricity.

Table of Contents

Foreword

Introduction

Parts I Four Foundational Pillars

Chapter 1 Orchestrate Creativity

Chapter 2 Cultivate Healthy Doubt

Chapter 3 Learn and Innovate with Rigor

Part II A Human-Centered Transformation

Chapter 5 Centering Customers

Chapter 6 Becoming Social

Chapter 7 Transforming Relationships with Partners

Chapter 8 Putting People First

Conclusion

Acknowledgments

About the Authors

Appendix 1 L’Oréal’s History: A Timeline of Significant Dates

Appendix 2 Timeline of L’Oréal’s Acquisitions and Strategies

Appendix 3 L’Oréal’s Portfolio of Brands

Appendix 4 Global Beauty Industry Data

Notes

References

Index