THE WHAT? The Estee Lauder Companies has announced the grand opening of a new Technology Center in Bucharest, Romania. Located in the city’s old town, the new office boasts state-of-the-art technology and will serve as a collaborative space to facilitate strategic thinking.

THE DETAILS The work in the Bucharest Global Technology Center will support the operations of the prestige beauty giant and its technology goals, both globally and regionally. The office will provide digital solutions to enhance Lauder’s high-touch consumer experiences and high-performance supply chain network, through their capabilities in artificial intelligence, cloud acceleration, intelligent automation, omnichannel, and more.

THE WHY? This is an important step for the owner of MAC and Aveda to further improve and elevate its Information Technology function, strengthening its competitive edge through technology. Michael W. Smith, Chief Information Officer, explains, “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.”