L'Oréal launches first global online business game

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L'Oréal is launching the L'Oréal e-Strat Challenge, the first global online strategy game at www.e-strat.loreal.com

The new-generation business game was created in partnership with STRAT-X, the world leader in simulation and decision-support software. For the first time the game will allow groups of students from all over the world to pit their strategic wits against those of their international counterparts. The game's parameters are based on real activities within the global cosmetics market and L'Oréal's expertise in international strategy.

Managing director of strategic development for L'Oréal, Béatrice Dautresme, explained: "This initiative is fully focussed on the challenges of the new economy and it reflects the natural evolution of our business toward new technologies. The Internet is a strategic tool which complements all our activities. Our goal is to adapt the Internet to beauty, and not to adapt beauty to the Internet. This is also the test of the L'Oréal e-Strat challenge'" she said.