By Gratianne Quade, Global MBA 2015-2016, United States of America
Last month, the ESSEC Global MBA was
welcomed at the L’Oréal headquarters in Paris for a tour and presentations. Frédérique
Scavennec, Group VP of Talent Acquisition, opened with a presentation on the corporate
campus. With finesse and humor she described the hard working company culture as
well a more recent digital transformation seen across the company and brands, a
transformation very much reflected in her strategy of promoting HR through
social media. Scavennec emphasized the values that constitute L’Oréal’s DNA,
which include responsibility, passion, the entrepreneurial spirit, and innovation.
The last two of which were very much embodied in the following speaker.
It was a treat to hear international
advertising veteran, Esohe Omoruyi, present on digital marketing. Currently the
International Digital Development Director of L’Oréal Paris, she hails from the
U.S. where she held senior digital marketing positions both in L’Oréal and the
agency world.
For some years, L’Oréal has been pushing
the envelope in terms of integrating customer experience across all touch
points, both on and offline. As a part
of this initiative, L’Oréal launched the U.S.-based CBI, which drives
innovation and boasts an assortment of experts from data scientists, to biologists,
to UX specialists. Its first app was
Makeup Genius and it showcases how digital innovations can bring service to a
new level. In this case, through combining mobile technology, user customization,
e-commerce, and augmented reality.
L’Oréal has made a splash in the digital
advertising world especially since appointing Lubomira Rochet as the Chief
Digital Officer, the first in the beauty industry to be positioned at an
executive level. The move signaled L’Oréal’s strengthened commitment to being
the digital leader in the beauty category. It is clearly paving the way for a
more connected customer experience, and we look forward to seeing what L’Oréal’s
digital team has in store for next year.
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