Analysis of Digital Transformation in the Beauty Industry

master's thesis

• Title (croatian): Analiza digitalne transformacije u industriji ljepote
• Author: Hrvoje Raos
• Mentor: Mario Spremić (mentor)
• Committee member: Božidar Jaković (član povjerenstva)
• Committee member: Ivan Strugar (član povjerenstva)
• Committee member: Mario Spremić (predsjednik povjerenstva)
• Granter: University of Zagreb; Faculty of Economics and Business; (Department of Informatics); Zagreb
• Defense date and country: 2023-09-26, Croatia
• Scientific / art field, discipline and subdiscipline: SOCIAL SCIENCES; Economics; Business Informatics

Abstract

Digital transformation has profoundly changed the beauty industry, enabling companies to communicate directly with customers through online channels, use artificial intelligence and data analytics to personalize products and marketing strategies, and adapt to changes in the store and online reviews. This paper describes how the cosmetic brand L'Oréal applied digital transformation to its business.

Abstract (croatian)

Digitalna transformacija je duboko promijenila industriju ljepote, omogućavajući tvrtkama da direktno komuniciraju s kupcima putem online kanala, koriste umjetnu inteligenciju i analitiku podataka za personalizaciju proizvoda i marketinških strategija te se prilagođavaju promjenama u trgovini i recenzijama na internetu. U ovom radu se opisuje na koji način je kozmetički brend L'Oréal primijenio digitalnu transformaciju na svoje poslovanje.

• Keywords: Digital transformation; beauty industry; L'Oréal
• Keywords (croatian): Digitalna transformacija; industrija ljepote; L'Oréal
• Language: croatian
• URN:NBN: urn:nbn:hr:148:150164
• Study programme: Title: Business economics; specializations in: Marketing in english, Managerial informatics, Management, Marketing, Trade and international business, Leadership; Course: Managerial informatics; Study programme type: university; Study level: graduate; Academic / professional title: magistar/magistra ekonomije (magistar/magistra ekonomije)
• Type of resource: Text
• File origin: Born digital
• Access conditions: Access restricted to students and staff of home institution
• Created on: 2023-09-26 15:29:38