Artificial intelligence (AI) is becoming an integral part of many of our activities, as discussed by Nicolas Hieronimus during a conference call about L’Oréal Group’s fourth-quarter results for 2023. He emphasized that AI will play a significant role in our world, driven by data. L’Oréal’s data platform holds an enormous 10 petabytes of data, which is equivalent to over 10,000 terabytes. This data is utilized by various teams at L’Oréal to power a range of AI models, including the latest large-language models (LLMs).
One way L’Oréal uses this data is to meet their sustainability goals. By employing innovative, data-driven, and AI-supported solutions in product development, packaging design, and supply chain management, L’Oréal aims to create sustainable products and innovations that do not compromise user experience or effectiveness for both consumers and professional B2B clients.
An example of smart data usage combined with generative AI is the L’Oréal Paris Beauty Genius, a virtual assistant that offers personalized diagnostics such as skin analysis, product recommendations, and beauty-related Q&A. The Beauty Genius uses L’Oréal Paris’s expertise in hair care, hair color, makeup, and skincare, along with clinical studies and a comprehensive product catalog, to advise consumers and help them make better decisions. It can provide skincare or haircare tips based on photos and user descriptions, offering personalized recommendations for over 750 skincare, makeup, and hair coloring products from L’Oréal Paris.
Under the name CREAITECH, L’Oréal has established an advanced lab with tools for Gen-AI experiments, aiming to sustainably improve content production for its brands. CREAITECH allows L’Oréal to scale the creation of brand-consistent and localized content for its 37 brands while training marketing teams in the latest AI technologies. L’Oréal has also announced a partnership with Meta and leading content developers to push the boundaries of creativity.
Asmita Dubey, Chief Digital and Marketing Officer of L’Oréal Group, stated, “Technology is most impressive when combined with human creativity – providing users with a versatile tool for self-expression and brand representation. Our CREAITECH Gen-AI Beauty Content Lab demonstrates what can be achieved creatively with human input and Gen-AI tools. With our new Brand Custom Models, we can train Gen-AI to recognize the unique visual codes of our brands and execute innovative beauty campaigns faster without compromising our principles of responsible AI.” These principles include not using AI-generated, lifelike images of faces, bodies, hair, and skin in external product communication.
ModiFace, a global leader in augmented reality and AI for the beauty industry, was acquired by L’Oréal in 2018. This acquisition marked a significant milestone in redefining the beauty experience for consumers and was L’Oréal’s first tech company acquisition. ModiFace and L’Oréal Research Innovation have developed a digital skin diagnosis based on 15 years of scientific research on skin aging. The first application of this new skin diagnosis is Vichy SkinConsultAI, a tailored diagnosis in three simple steps:
- Users upload a selfie on the website, where the technology examines it for seven signs of skin aging: under-eye wrinkles, lack of firmness, fine lines, lack of radiance, dark spots, deep wrinkles, and pores.
- The AI analyzes these aging signs, providing users with a personal skin aging matrix, highlighting skin strengths and areas needing attention.
- Each user receives a personalized product routine to optimally care for their individual skin needs.
Virtual try-ons (VTOs) are also easily accessible, enhancing customer experience.
Barbara Lavernos, Deputy CEO for Research, Innovation, and Technology at L’Oréal Group, stated, “As long-time pioneers in the beauty-tech industry, we firmly believe technology can push the boundaries of what is possible to improve lives globally. With advanced diagnostics, enhanced beauty services, Gen-AI assistants, expanded creativity, and groundbreaking electronic devices, we are shaping the future of beauty to be more personalized, inclusive, and responsible.”