L’Oréal Group has recently announced their latest innovations in hyper-personalization by incorporating generative artificial intelligence and partnering with Meta. This announcement was made at VivaTech, a leading technology fair in Paris. The partnership with Meta involves L’Oréal Paris, Lancôme, and La Roche-Posay in a program called the New Codes of Beauty Creator Program. This initiative will include collaborations with 30 creators and influencers to co-create content using 3D, virtual reality, and augmented reality techniques.
The Chief Digital and Marketing Officer, Asmita Dubey, stated that the goal of this partnership is to empower the next generation of AR, VR, and 3D creators to explore new creative frontiers in beauty. The objective is to demonstrate how technology can spark human creativity and generate new codes to keep up with trends and inspire new product innovations in the market. Barbara Lavernos, Deputy CEO in charge of Research, Innovation, and Technology, described this process as a “virtual circle.”
At the VivaTech stand, L’Oréal Group showcased innovations in hyper-personalization using generative AI and clinical imaging technology. The Beauty Genius, powered by Gen AI, is a personal beauty assistant that offers personalized diagnostics, recommendations, and customized routines to users. This tool aims to help consumers make better choices in a market where they are overwhelmed by the number of product options available. Currently in a beta phase with 2000 participants, the Beauty Genius is set to launch in the U.S. in Q3 for L’Oréal Paris with approximately 750 products.
L’Oréal CREAITECH, the Group’s Gen AI beauty content lab, has been working on creating over 100 beauty images trained with the codes of L’Oréal brands for accelerated content creation. This technology is not meant to replace human agents but to accelerate their capabilities in various areas from human resources to marketing. Additionally, Kiehl’s showcased a Derma-Reader that evaluates customers’ skin using clinical imaging technology, recommending appropriate ingredients and lifestyle tips based on over 11 skin attributes. This level of hyper-personalization is also being applied to fragrance and wellness, as YSL utilizes neuroscience technology to provide personalized fragrance advice through the Scent-Sation experience.
Guive Balooch, Global Vice President of L’Oréal’s Technology Incubator, emphasized the importance of understanding biomarkers in the skin in order to prescribe the right products for consumers. He mentioned the utilization of algorithms adjusted for the various consumer targets of each brand and stressed the value of knowing the right product for individual needs. Furthermore, L’Oréal is working on a neuro-connected headset with Emotiv to offer personalized experiences based on facial expressions, smell, and touch. This technology is expected to be accessible on a mass market level, similar to the Verily project’s origins in medical research aimed at allowing individuals with spinal cord injuries to drive simply by thinking.
