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Lubomira Rochet, from L'Oréal: A frugal leadership fan

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Lubomira Rochet, from L'Oréal: A frugal leadership fan
Lubomira Rochet, from L'Oréal: A frugal leadership fan © Pascal Guittet

Her appointment by the group’s CEO, with a place on the executive committee, was a telltale sign of the digital transformation under way at L’Oréal. An economist by training, Rochet was in charge of digital transformation at SSII Valtech for four years. She regards herself as a catalyst for speeding up action implemented by the company and devising e-beauty service models. L’Oréal already had a connected beauty incubator in Silicon Valley and had launched innovative e-commerce projects, digital HR experiments, etc. Rochet has identified 600 experts in this field. L’Oréal now has to transmit this digital culture to the whole company. "Teaching people to make unusual finds on their own," she says in summary.

Rochet wants to develop everyone’s skills, especially by instilling digital culture rather than opposing it to traditional methods. This is achieved first by dispelling the myths surrounding it. For Rochet, e-commerce is nothing more than a new sales channel. Next, training is required. Rochet set up a flagship expertise center for e-commerce, data, CRM, social media, etc. She also took L’Oréal’s managers on an internship at some of the big names in digital technology this summer. "A big group isn’t a start-up," points out Rochet. "You need to convince people individually on a day-to-day basis. You also need to know how to run NLP, convince the executive committee, etc. This is achieved via frugal leadership, which counts in terms of followers rather than armies!"