ABSTRACT

COVID-19 turned 2020 into a period of instant digitization, an acceleration challenge for large-scale workforce, brand portfolio, and footprint. Lessons can be learned from L’Oréal’s digital acceleration (2014–2019), which instilled marketing and sales with a fresh digital operating system. (1) Consumer-centricity, focusing attention on eCommerce, personalized consumer relationships, and brand love. (2) People powered, with digital expertise and upskilling enabling change. (3) Systematic pilot–proof–publicize–replicate approach to scale fast. (4) Technology and data factories, delivering lasting economies of scale.