AI has become a huge part of today’s world, especially when it comes to different business industries from consultancy, medicine, cosmetics, and many more. Speaking in terms of L’Oréal, it has taken a significant leap into the technological world of advancements has put integral efforts to enhance its online and digital presence. To begin with, L’Oréal has integrated several AI features when it comes to its services, not to only provide consumers with an optimal experience, but to make a difference in their shopping experience. They try to give consumers the opportunities to immerse themselves in the world beauty through personalization’s that fit them based on their AI technology. Not to mention hair care AI services, that gives clients a platform to try on new hair colors through AI filters and thus choose the color that suits them best whilst having the option to receive suggestions and advice.
L'Oréal's first incubator lab was in New Jersey, but it now also has labs in San Francisco, Paris, and Tokyo that are focused on a small number of products—a mix of apps, wearables, and objects that enable cosmetics to be connected and customized to meet the specific needs of each customer. The incubator collaborates with entrepreneurs and academics to create the most cutting-edge products possible with technology.
Their most significant innovation is an artificial intelligence powered skin diagnostic called Modiface. This has been launched based on 15 years of scientific research on skin aging by L’Oréal R&I evaluation teams. It allows consumers to discover their skin type and find the right products utilizing this machine. This AI tool does not revolve mainly around L’Oréal Paris the brand but the group incorporating the Vichy brand.
The chief digital officer at L’Oréal; Lubomira Rochet, stated: “ With the acquisition of ModiFace, we have started a second phase of L’Oréal’s digital transformation, focused on reinventing the beauty experience through technologies such as voice, AR and AI. We believe that services will be the new gateways for discovering our brands and products. After virtual make up try on, virtual hair color try on, online beauty consultations powered by AR, L’Oréal and ModiFace are proud to unveil the first skin care diagnostic authentically powered by AI and science.”
Technology can aid L’Oréal improve its brand identity and communication strategy. Be it establishing a strong online presence through their well-designed website and e-commerce platform as well as social media platforms for their brand promotion, influencer collaborations and visibility enhancement, Augmented reality (AR) and virtual Try-Ons which they implement to enhance consumer experience and build confidence in product selection, personalized recommendation through leveraging AI and Lachine learning algorithms to conduct an analysis on consumer data, content marketing and virtual events which is a top tier feature at L’Oréal given their amazing awareness events and their killer marketing strategies, and lastly sustainability and transparency initiatives that utilize technology to communicate and portray sustainability efforts in order to fulfill a sense of trust and loyalty between the brand and environmentally conscious consumers.
Using AI is one way to enhance consumer experience, streamline operations and cater to the organization’s overall innovation and sustainability goals. Therefore, L’Oréal Paris can surely use it to integrate employee trainings for them to comprehend work effectively with AI systems and foster a culture that motivates them to embrace human and AI capabilities for the best results. This alongside collaborating with AI startups to continuously be up to date with cutting-edge technologies and sustain their road of innovation. Implementing a chatbot on their website as well would be a significant plus to the consumer’s journey which would facilitate the process and reduce wait time for a response for the service client team.
L’Oréal commits to research, innovation, and technology beyond limits. In reality, L'Oréal has had its own technological incubator since 2012, a group that acts like a start-up but is focused on the intersection of beauty and technology.
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