The digital revolution is at the heart of changes in the beauty industry. This means that reinforcing digital expertise is essential for L’Oréal, as the group continues to equip itself for various global changes transforming consumer behaviour, shifting 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 exciting possibilities, and consumer experience is changing and pushing back the boundaries of points of sale. These changes are taking place online and via several distribution channels at the same time, transforming customer relations and customer service, making digital a powerful engine for change at L'Oréal.