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Published
Oct 23, 2015
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L'Oréal, digital skills at the heart of its strategy

Published
Oct 23, 2015

By entering into a partnership with General Assembly, a New York-based digital training specialist, L'Oréal is developing an online learning platform for the group's digital marketing professionals. The programme is labelled 'Essentials of Digital Marketing' and was devised to impart to the beauty giant's marketing teams information on the latest trends, tactics and technologies in digital marketing.


L'Oréal has entered into a partnership with General Assembly


Deployed this year in 10 pilot countries such as France, the USA, Russia and Brazil, the training programme will allow every L'Oréal employee to access more than 70 interactive e-learning modules. The objective is to expand digital marketing skills, and generate a more thorough knowledge of its good practices and the new opportunities it can foster.

L'Oréal's retail, communications, IT and marketing teams will also have the opportunity of taking part in workshops on e-commerce, precision marketing and social media, all of which will be localised and adapted to each country. L'Oréal plans to train all of its marketing staff, nearly 7,000 employees worldwide, in the course of the next 18 months.

"Our mission is to put digital skills at the heart of our operations, so that we can personalise our relationship with customers and send them the right message, at the right time and in the appropriate context. This is why investing in our talents and constantly improving our digital skills are twin strategic musts for L'Oréal," Chief Digital Officer Lubomira Rochet has explained. The 'Essentials of Digital Marketing' module is part of a larger programme supervised by L'Oréal's digital team.
 
Indeed, all the world's major beauty players are reinforcing their digital strategy: on Monday 19th October Coty announced the acquisition of Beamly, a specialist digital marketing company based in New York and London.

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