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Leading a digital transformation at an established enterprise with entrenched brand loyalty and a traditional business model is no easy task. Yet executives at L'Oreal recognize that digitization represents "an extraordinary opportunity to strengthen our current business model and become even better at being the world's number one beauty group."
In this Capgemini Consulting interview, Marc Menesguen, Managing Director of Strategic Marketing for L'Oreal, explains that having commitment from the CEO was critical to making the strategy a success as was creating cross-functional teams of marketing, research, communictions, manufacturing and sales. Moreover, the company plans to double its investment in digital media from 5% to 10% in 2011 -- for both internal systems and external collaboration -- and to train 15,000 employees, including mangers, in "digital fluency."