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Digital Makeover: How L'Oreal Put People First to Build a Beauty Tech Powerhouse
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About Digital Makeover: How L'Oreal Put People First To
Product Description 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. From the Inside Flap LEARN HOW L’ORÉAL ACHIEVED DIGITAL DOMINANCE WHERE SO MANY OTHERS FAILED The push for digital transformation is one that remains fraught with unpredictability and risk. Only a quarter of corporate digital transformations in the last five years have resulted in lasting performance improvement. But L’Oréal succeeded where so many others had been disappointed, by relying heavily on finding a natural place for people—their customers, employees, and partners—at the very heart of their digital enterprise. Organized around illuminating case studies, Digital Makeover tells the fascinating story of a beauty company that embraced all manners of digital channels and tools, including e-commerce, virtual reality, artificial intelligence, influencer marketing, and programmatic advertising, without allowing its transformative digital disruption to interfere with its market dominance. The book also discusses how L’Oréal achieved its uncontested leadership in the most digitally innovative market of them all, China. The distinguished authors discuss how L’Oréal maintained its market leadership in the face of digital disruption and leveraged their organizational and cultural assets to help find a place for digital technology in every part of their organization. Ideal for executives, strategists, marketing and brand professionals, and other businesspeople hoping to understand the digital mindset, Digital Makeover is also an invaluable resource for academics, researchers, business historians, and management students seeking insights into digital transformation in any industry. From the Back Cover Digital transformation and innovation are processes that stymie, and ultimately defeat, many companies across a wide range of industries. 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. Digital Makeover 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 accomplished experts and 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. Told as a series of exciting and memorable a
