Overview

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. 

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9781119706106

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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.

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