The transformation of L’Oréal Benelux: a continuous process | Modernize, record and accompany

November 16, 2023

Bas Leutscher, Transformation Director Benelux at L'Oréal, likes to share his experiences from the past period. Together with you, Bas will go deeper into the challenges of an Innovation or Change leader, and the qualities that such a transformation requires of them. During this Round Table, a lot of attention is paid to dialogue and you are therefore very welcome to participate as a peer!

  • Small scaled peer session
  • Open dialogue by means of the Chatham House Rule

Bas Leutscher, L’Oréal

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Bas Leutscher

Transformation Director Benelux

Bas Leutscher is responsible for various teams within the 4 divisions and 60 brands of L'Oréal. With his teams, he ensures the realization of short and long-term strategic business objectives, the design of the transformation roadmap and steering of change management initiatives. Bas is also an associate partner of the Benelux Board of Directors and uses his expertise to determine the vision and strategy of the organization.



In 2021, L'Oréal announced the creation of a new organization for its activities in the Benelux. The organization wanted to be able to respond better to consumer needs and wanted to further expand its leading position as a Beauty Tech player. What is the current situation with the Benelux cluster? How is the diversity of the individual countries taken into account and what lessons have been learned from the transformation process?


Location: Utrecht area

17:30 | Start program (including presentation, discussion and a 3-course dinner)
20:30 | End of formal program, opportunity for informal networking

You are most welcome to participate in this small-scale and confidential Round Table in the Innovation & Change Management platform. The platform in which Innovation, Digital & Change professionals can discuss challenges within their field. In 2023, Flevum will organize four sessions in this area in which knowledge exchange and dialogue are paramount.

Session 2 of 4 within the Innovation & Change Management platform


For Directors Transformation, Innovation Digital and Change

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  • Participants have to meet the previously described target audience.
  • If applicable, our partners will be presented with every application.
  • During all our sessions, the Chatham House Rule applies. This means that the participants are free to use the information received, but neither the identity nor the affiliation of the speaker(s), nor that of any other participant, may be revealed. This means that no report, no photos and no recordings are made of the meeting. The presentation will also not be distributed to the participants afterwards.

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