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Estée Lauder opens new global tech centre to fuel growth and deliver "more seamless solutions"

Sophie Smith
13 April 2023

The Estée Lauder Companies has strengthened its ambition to become “the most advanced technology-powered beauty company in the world” with the opening of a new Global Technology Centre in Bucharest, Romania.

The Bucharest centre, alongside the company's existing technology centres in Long Island City, New York and Kuala Lumpur, Malaysia, are said to embody its "global approach to technology management and innovation".

The new location will allow ELC to enhance its high-touch consumer experiences and high-performance supply chain network, through its capabilities in artificial intelligence, cloud acceleration, intelligent automation and omnichannel.

ELC has hired over 150 employees to its Information Technology team since the formation of the Bucharest office in 2021, which had its ribbon-cutting ceremony on 11 April.

Michael W Smith, Chief Information Officer at Estée Lauder Companies, said: “The Bucharest Global Technology Center is accelerating The Estée Lauder Companies’ work to become the most advanced technology-powered beauty company in the world.

"Digital is an integral part of the beauty industry today and we must continue to win in this area. The opening of this office enables ELC to more seamlessly deliver technology solutions to the business and drive greater value to our consumers. I'm excited to continue to grow our presence around the world, hire outstanding talent, and build the beauty experience of tomorrow."

Bucharest is the third Global Technology Center that ELC has opened since launching its Global Technology Center strategy. The new location was selected because of "Romania’s position as a global leader in IT talent, ranking number one in Europe, and sixth in the world, in terms of the number of certified IT specialists".

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