bga book club digital makeover

Digital Makeover

Béatrice Collin and Marie Taillard


L’Oréal is said to have turned itself into a digital and tech powerhouse by building on its legacy to reimagine relationships inside the company, and with its customers and partners.

Digital Makeover examines the successful people-driven digital transformation of this 110-year-old world leader in beauty and describes its strategy in detail.

Topics covered include taking a social-centric approach to beauty tech, e-commerce and digital services, and how the company sought market dominance in China.

Béatrice Collin is Professor of Strategy and International Management at ESCP Business School. Marie Taillard is Professor of Marketing at ESCP Business School.

BGA members are able to receive a 20% discount off the RRP for Digital Makeover (print edition ISBN: 9781119706106) when purchased direct from Just enter the promo code BUS21 (or BUC21 for members in Canada) when prompted.

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