ABSTRACT This research develops value stream mapping (VSM) for L’Oreal’s artwork process, to eliminate waste, reduce lead-time, and identify stages that should be automated, which makes the process less prone to human error and more responsive to fulfilling B2B (B2B) customer requirements. Additionally, amendments frequently occur slowing down the artwork process. In this context, VSM is applied to L’Oreal’s artwork process to reduce lead-time, human error, and missed deadlines. This practitioner note uses data from L’Oreal’s artwork tracker from 2018 to 2019, which is manually tracked by the launch team. The service level agreement and task time data has been collected from 12 employees representing the launch, factory, and marketing teams working on the artwork process. Qualitative feedback was also obtained from nine employees to validate the VSM for L’Oreal’s artwork process. VSM identified stages that should be streamlined and automated in L’Oreal’s artwork process, which makes the process more efficient and responsive to the changing scope of the artworks. Fifty percent of the stages have been eliminated from the manual artwork process, resulting in a reduced lead-time of 10.5 days and a reduction of 28% time spent on the process. This allows the artwork process to be more agile to the requirements of B2B customers. Moreover, the proposed VSM shows a 73% increase in value added time for a renovation and a 75% increase in value added time for new product developments (NPD). VSM has been used within many functions in a business, such as operations and supply chain management, however, its application within marketing has not been extensively explored. This practitioner note attempts to fill this gap by applying VSM to L’Oreal’s artwork process (AP). Moreover, this research extends the understanding of the concept and application of VSM within the context of lean in a marketing process. VSM has successfully identified the inefficiencies in the artwork process and highlighted the stages in the process that should be removed or automated thereby, making the process responsive and agile to meet the changing requirements of B2B customers. VSM has been successfully applied to L’Oreal’s artwork process that resulted in a significant reduction in the total number of stages in the proposed process by eliminating non-value added activities. Efficiency gained through the application of VSM will lead to increased B2B customer satisfaction, reduced lead-time, and reduction in human errors and missed deadlines. VSM has been specifically designed, developed, and analyzed for L’Oreal’s artwork process, in order to make the process more efficient and responsive to B2B customers' requirements.

中文翻译：

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从欧莱雅的艺术品工艺开发价值流图

摘要这项研究为欧莱雅的艺术品开发过程开发了价值流图（VSM），以消除浪费，减少交货时间并确定应自动化的阶段，这使该过程更不易出现人为错误，并且对实现B2B更具响应性（ B2B）客户要求。此外，经常会发生修改，从而减慢了图稿过程。在这种情况下，VSM被应用于欧莱雅的艺术品制作过程，以减少交货时间，人为错误和错过最后期限。该从业者笔记使用了欧莱雅2018年至2019年艺术品追踪器中的数据，由发射团队手动跟踪。服务水平协议和任务时间数据已从代表图稿流程的启动，工厂和营销团队的12名员工中收集。还从9名员工那里获得了定性反馈，以验证VSM是否适用于欧莱雅的艺术品制作过程。VSM确定了欧莱雅艺术品流程中应简化和自动化的阶段，这使流程更加有效，并能响应艺术品的变化范围。50％的阶段已从手工图稿过程中消除，从而缩短了10.5天的交付时间，并减少了28％的过程时间。这样可以使图稿流程更加灵活地满足B2B客户的需求。此外，拟议的VSM显示翻新的增值时间增加了73％，新产品开发（NPD）的增值时间增加了75％。VSM已在企业的许多职能部门（例如运营和供应链管理）中使用，但是，它在市场营销中的应用尚未得到广泛探索。该从业者笔记试图通过将VSM应用于欧莱雅的艺术品处理（AP）来填补这一空白。此外，这项研究扩展了在营销过程中精益环境下对VSM概念和应用的理解。VSM已成功识别出美工过程中的低效率，并强调了应删除或自动进行的过程中的各个阶段，从而使该过程具有响应性和敏捷性，可以满足B2B客户不断变化的需求。VSM已成功应用于欧莱雅的艺术品制作流程，通过消除非增值活动，大大减少了拟议流程中的总阶段数。通过应用VSM获得的效率将提高B2B客户满意度，减少交货时间，减少人为错误和错过最后期限。VSM是为欧莱雅的艺术品流程专门设计，开发和分析的，目的是使流程更加高效并响应B2B客户的需求。