The digital revolution is at the heart of changes in the beauty-industry. This means that reinforcing its digital expertise is essential for L’Oréal. The group is doing this to be better prepared for the global changes that are already being felt and that are changing consumer behaviour, changing geographical assumptions and bringing about a proliferation of data and communication channels including social media.
New priorities and opportunities are emerging, forcing us to revise brand media strategies and investment to make room for digital resources. E-commerce is offering undreamed-of possibilities that need to be grasped with both hands. Consumer experience is changing and pushing back the boundaries of points of sale. This is also taking place online and via several distribution channels at the same time. These changes, which are transforming customer relations and customer service, are making IT a powerful engine for change.