While Covid-19 might have accelerated digital transformation, L’Oréal has been on this journey for a number of years. That has included recruiting 3,000 digital experts across the group with the intention this would upskill current staff to think digital first.
“Upskilling has been a very key part [of L’Oréal’s digital journey]. We are now a digital-first company building from the ground up. You have to be obsessed about measurement, excellence and communication,” she stated.
Looking to the future, Rochet said the most important aspect of marketing will be “the construction of beauty and entertainment”.
She explained: “Gaming and livestreaming are rewriting the world of beauty shopping from Gen Z and beyond. This is QVC on steroids, this is social commerce.”
As part of this, the company is trying to appeal more to social media users. Just this month, it launched a digital-only make-up brand for consumers that could be used on Snapchat filters and TikTok.
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