With support from Asmita Dubey, L'Oréal Group embraced the potential of generative AI for creativity and piloted its Web3 and Metaverse Beauty brands, resulting in its first multi-brand avatar partnership with Ready Player Me. NYX Professional Makeup, one of the company's color cosmetics brands, has also created the first artist collection of GORJS (the first beauty decentralized autonomous organization (DAO)).
Some of the group's brands, such as Maybelline and Armani, focused on gaming early on and now have a global community of 3.4 billion people. Other innovations include the introduction of new virtual hair and makeup try-ons and AI-powered skin diagnosis, which have attracted more than 40 million users in the past year.
Many other awards and honors have been awarded for the marketing efforts of numerous L'Oréal brands. Maybelline won a Silver Award at the 2023 Cannes Lions for its Games, Social and Influence campaign. CeraVe has been named by marketing publication as one of his best brands in digital and social Advertising age.According to US-based research firm Gartner, Maybelline, L'Oréal Paris, CeraVe, Lancôme, and NYX Professional Makeup all feature in the list of “Top 10 Personal Care Brands in the United States.”
Here, Dubey, currently WFA's Global Marketer of the Year, shares more about L'Oréal's work so far and what she sees for the future of beauty marketing…
Adopt augmented marketing
Augmented marketing is the future. For the past 10 years, our beauty marketing has been:
- Scale with purpose – sustainable and inclusive design.
- Powered by O+O+O – our beauty experience has become physical, digital and virtual.
- Every avenue of business is powered by the use of data.
Our marketing is now powered by generative AI. Creativity and technology will be closer together than ever before, and real opportunities will be found where the right and left brains meet.
Gen AI, data, and technology can elevate your creative process to new heights. With 37 global brands, we are exploring multiple augmented marketing use cases with generative AI, including content/creativity, services, search, and consumer care.
We began our digital transformation journey more than a decade ago and introduced beauty technology in 2018 to leverage a new kind of relationship with consumers based on data, technology and AI. Our goal here is hyper-personalization. Utilizing beauty technology, we bring beauty to each person.
Our beauty innovations are driven by people with dual expertise in science and technology. 4,000 scientists, 6,300 digital talent and 3,200 technology and data experts ranging from data science and algorithm developers to data privacy experts in 20 research centers around the world.
In 2024, we will once again enter a new frontier of technology with generative AI. This promises to change marketing and the way we create. L'Oréal Group aims to lead this revolution in the beauty industry.
Promote responsible and trustworthy use of generative AI
L’Oréal has been using AI in a variety of ways for many years and has developed its own expertise here.
Based on our ethical principles of integrity, respect, courage, and transparency, we have established seven Trustworthy AI Principles and are working with external experts to guide the development, deployment, and use of AI systems. We defined this framework to guide us. these are:
- Human oversight: To prevent over-reliance on algorithmic decision-making.
- Safety and reliability: Ensure careful implementation of datasets and algorithms.
- Privacy and data protection: To keep consumers informed and in control of their data.
- Transparency and explainability: Inform consumers when and how they interact with AI systems.
- Non-discrimination and equity: Representing the diverse people we interact with.
- Accountability: Ensure risk prevention and quality management systems.
- Sustainable AI: Leverage sustainable development efforts and monitor the environmental footprint of these systems.
At L'Oréal, we were in a period of “controlled experimentation” to evaluate the potential for enhanced creativity through GenAI. We are testing multiple ways that GenAI can be used to reinterpret content creation.
First, we created the GenAI Content Lab for Beauty, which uses the WPP-Nvidia engine and other LLM models to generate ideas. Examples of use include:
- A new visual code of beauty using generative AI. In his keynote at CES, our CEO Nicholas shared his vision for the future of beauty. This inspiring image of the future was envisioned in part by GenAI Lab.
- Through the creation of storyboards for new product launches. This allows marketers and agencies to discuss ideas faster and reach a shared understanding of the creative vision.
- A new way to generate content for e-commerce product pages, including product pack shots and text and images.
- Create reimagined, fresh, and interesting social content.
- Faster language translation/adaptation.
GenAI Content Lab enables continuous upskilling and advances your team's understanding of generative AI technology, so you can seamlessly implement this technology into your repertoire of tools for marketers' creativity. We also recognize that intellectual property rights and confidentiality are extremely important. We want to emphasize responsible content credentials and transparency when producing and creating using Generative AI.
We believe that beauty is an essential human need. This is personal, it's about self-expression and self-confidence, and it's very social, so when it comes to external representation, AI-generated 'realistic ” We decided not to use the face or hair. Of beauty. AI-generated faces/hair can only be used for internal storyboarding, inspiration, and idea generation.
Democratization of beauty services
We are democratizing beauty services using Gen AI. We have just launched L'Oréal Paris Beauty Genius, a Generative AI-powered personal beauty advisor available 24/7 in your pocket.
Many people struggle to find the right product, with 70% feeling overwhelmed by the amount of choice. So they ask friends, search online, and watch videos to try to make sense of the vast array of products available in stores. This is where L'Oréal Paris Beauty Genius comes in. Product curation. A range of service products. Consumer care all in one.
The service uses a combination of generative AI, AI, AR, computer vision, and color science technologies.
With these, we respond to real consumer needs.
- product curation
Personalized education curated from social media and brand platforms. Get personalized recommendations for over 750 L'Oréal Paris skincare, makeup and hair color products. - series of services
Diagnose both skin and hair individually. Consumers can also virtually try on makeup and hair color products before purchasing. - consumer care
L'Oréal Paris Beauty Genius is also available for personalized Q&A, answering questions about sensitive topics such as acne, dandruff and hair loss. It can also help you avoid uncomfortable or intimidating situations (without having to talk to a “real person”).
We leverage a century of expertise in beauty, skin care science, and the power of AI to offer O+O beauty services such as virtual makeup, hair try-ons, and skin diagnostics in-store, on our sites, and on retailer platforms. is provided to consumers. In Microsoft Teams.
SPOTSCAN by La Roche Posay services are available. Acne is one of the biggest skin problems worldwide, affecting 80% of teenagers and 40% of adults. Access to dermatologists is not uniform everywhere. La Roche Posay SPOTSCAN is a free diagnostic tool for people suffering from acne. It is based on AI and developed in collaboration with leading dermatologists. All you have to do is analyze just three of his selfies and score them for imperfections based on the dermatologist-approved global acne severity scale. Provide personalized routines or direct users to a dermatologist.
There's also a Maybelline NY Beauty app for Teams. Maybelline's “Ready in a Click” adds color to your Microsoft Teams meetings. With just a click, you can apply one of 12 virtual makeup to easily enhance your natural look and feel your best. It is powered by L'Oréal's Modiface AI, which recognizes over 70 points on your face to create a “virtual map.”
Follow the changing needs of your target audience
We know that consumers approach beauty in the physical, digital and virtual worlds, so we are constantly reinventing the beauty experience. We are digitizing the beauty consumer decision-making process with new touchpoints, new adaptive content, new influencers, and new beauty technology services and devices, in new distribution channels with consumers.
With the rise of the creator economy, we know that beauty seekers want true two-way communication between brands and consumers. This leads to new aesthetic influences. We are proud to be number one in beauty share influence, with a global share of 29%. We work with over 50,000 influencers and thousands of advocates and prescribers in the beauty space, including skinfluencers, beauty talk creators on TikTok, medifluencers, and the 'glamours' of the gaming world. I am.
