L’Oréal seems to be going through a digital Makeover. It is one of the longest-standing beauty brands in the world. It has been constantly growing ever since its inception and it doesn’t seem it would stop anytime soon. Some of the company’s top acquisitions include Maybelline New York, NYX Makeup, Garnier, Redken, and CeraVe. Recently, the beauty giant acquired TAKAMI CO, a Japanese skincare brand. [source] The company also has a long list of tech innovations to its name including Makeup Genius (a virtual mirror app), custom D.O.S.E (tailor-made skincare system), Le Teint Particulier custom-blended foundation (advanced color-matching technology), Rouge Sur Mesure Powered by Perso (AI-powered lip colour personalization system), and Water Saver (sustainable haircare technology).

The book offers a critical analysis of the company’s ups and downs over the years and its strategies to go head-to-head with the ever-changing competition. 

While Louis Bleriot became the first man to use a heavy aircraft to fly across the English Channel, L’oreal Paris was breaking into its infancy. Since its inception in 1909, L’Oréal Paris has come a long way to become the world’s largest maquillage brand. In the book, Digital Makeover, authors Marie Taillard and Beatrice Collin objectively analyze how the company survived and continues to evolve in the fluid industry where pop icons and social media influencers are commanding audiences to indulge in celebrity brands. 

The authors detail the company’s effort to respond to the changing markets and trends. The book highlights what L’Oréal has done to mitigate those threats, what has worked so far, what has not, and what needs to be done to ensure the company’s survivability in the future where beauty tech will become a norm. 

Both authors have a background in strategy, which explains the detailed strategic outlook on what L’Oréal could do next. If you are a beauty enthusiast, you will find this book highly informative. Here’s what awaits you in Digital Makeover: 

– A detailed insider’s perspective on a 110-year old beauty brand and how it transformed itself into a beauty tech brand in recent years. 

– A comprehensive outlook on how the company builds relationships with both its customers and employees. 

– A review of how the company has maintained leadership even in disrupting market trends. (Learn the strategies behind its success in China.)

This book will prove to be a well-rounded informant if you enjoy reading about marketing, digital strategies and transformation, or are generally interested in beauty. 

About the authors of Digital Makeover 

Beatrice Collin teaches international management and strategy at ESCP business school. She has dedicated her life to researching digital innovation and is recognized as one of the leading global experts on  L’Oréal Paris. 

Marie Taillard teaches Marketing at ESCP Business School. She has over thirty years of experience in the field and has contributed her teaching services to small and large companies around the globe. She has dedicated her life to study and research customer-centricity and digital transformations.