With the acquisition of ModiFace – a Canadian company which allows consumers to virtually test beauty products – L’Oréal has become a Beauty Tech leader, determined to reinvent the beauty experience.
- Key Figures
“L’Oréal is inventing the beauty of tomorrow with digital technologies, from product design through to the beauty experience enjoyed by consumers”
Chief Digital Officer
of consolidated sales from e-commerce - L’Oréal’s second “country”
people trained in new digital reflexes thanks to the Digital Upskilling programme
billion visits to our websites
million followers on our social networks
From innovation to production and from product testing to online distribution, new technologies impact the entire beauty value chain. Let’s take a closer look at some of the inventions that are revolutionising the sector.
As a business incubator partner, L’Oréal works with an ecosystem of startups that continues to grow each year. This win-win partnership allows young companies to benefit from the Group’s knowledge in the field of beauty, and allows L’Oréal to invest in the disruptive innovations of tomorrow.
Reinventing creative codes for digital marketing
Digital platforms – first and foremost social networks – are imposing new creative codes to grab readers’ attention with formats that are growing shorter, catchier and more visual. The content has to be adjusted to suit each platform, targeted for specific tribes, focused on the consumer, and able to generate engagement. Marketing and communications have incorporated these new codes, and have L’Oréal’s brands moving toward Stories on Instagram, Snapchat and WeChat, by developing even more visual content.
ModiFace: L’Oréal enters the Beauty Tech era
L’Oréal has acquired ModiFace, a pioneering company in the fields of artificial intelligence and augmented reality as applied to beauty. By integrating ModiFace with its Digital Services Factory, the Group has enhanced its ability to develop innovative experiences for consumers. Vincent Arcin, Digital Services Factory Director, talks more about this.
The digital cockpit: measuring the impact of digital investments
L’Oréal’s teams measure the impact of their digital investments. When a campaign launches, tests are conducted to promote only the most performing media. A “digital cockpit” comprising several performance indicators has been rolled out to facilitate these tests. They enable the Group to optimise media investments and obtain the best possible results.
Partnering with innovators
L’Oréal gives its partner startups new momentum. Marie Chevrier, founder and CEO of Canadian personalised samples company Sampler, shares how L’Oréal accelerated her company’s development.
Real-life digital training
To continue to improve the digital skills of employees, managers are invited to participate in a Business Game: they are placed in a real-life situation managing an e-commerce platform. The game gives participants a good look at the different aspects of the online business (research and SEO, analytic data, stock management, etc.). The initiative is part of the Simplicity programme to transform management and ways of working at L’Oréal.
“The Business Game programme is a game-changer for L’Oréal teams. It teaches us to work in a more agile way thanks to a new mindset, new collaborative behaviours and new tools. We test things and learn to achieve our L’Oréal standards of excellence and customer satisfaction even faster. We are now rolling out the programme to the whole Professional Products Division in the United Kingdom“, explains Beatrice Dautzenberg, Professional Products Division Managing Director in the UK.
L’Oréal also continues to provide digital training for all its employees, and all new recruits must pass the CM1 (Certified Marketing 1) test on digital tools.