Companies, diversified as they can be, inevitably have adopted the trend of using digital services to simplify and bring faster solutions for their businesses and customers. The digitization journey for L\u2019Or\u00e9al, a leading company in the consumer goods industry, has started with adopting SAP as an enterprise resource planning platform for various processes such as operations, marketers, financials, and corporate services. However, the need for digitization has extended beyond the tools required for the organizational needs as the company had to cater to the customers\u2019 needs everywhere at any time, or else it risked losing its market positioning. \u201cTools and standards are changing faster than companies can react. Customers will soon be able to search for products by image, voice, and gesture; automatically participate in others\u2019 transaction\u00b9<\/em>.\u201d The commitment to beefing up L\u2019Or\u00e9al\u2019s digital activities took a very strong place inside the group in terms of investment and revenues. A strong example of the digitization effort is illustrated in the adoption of e-commerce platforms as a new sales channel which generated \u20ac1.7Bn in sales (6.5% of total revenue) in 2016 with an expected growth of +32%\u00b2.<\/p>\n L\u2019Or\u00e9al believes that there is a golden age for social beauty, and created distinct \u2018connected beauty innovation\u2019 to retain their consumers and recruit new ones through digitized services. Although the store experience and the behavior of a consumer inside a store is an essential factor from a brand management perspective, the digital applications are becoming a game changer. The trends and product novelties are becoming more powerful online as consumers prefer to familiarize themselves through the diverse social platforms instead of visiting physical stores. For example, the \u2018Makeup Genius\u2019 application\u00b3, launched in 2014, brought to makeup lovers a New Era of Beauty by being the first virtual makeup application that instantly applies makeup to the consumer\u2019s face. Such an innovation has impacted the consumers\u2019 behavior as they no longer need to visit the stores to try different products and complete the purchase, but rather use the application and complete the sales online.<\/p>\n