Beauty augmented by technology

The Group is capitalising on its digital leadership to become a Beauty Tech powerhouse. As it expands beauty’s horizons, Beauty Tech constitutes a new field of growth and innovation for L’Oréal. At the intersection of science and technology, it includes “augmented” products and increasingly connected and personalised services.

We’re shaping the future of beauty, pioneering Beauty Tech and leading marketing in the digital age with science, technology and creativity. A future powered by data, tech and artificial intelligence that creates new relationships with our consumers, with more inclusivity, accessibility and precision, answering their unmet needs and aspirations for beauty.

  • 1,400 online digital services
  • 40 million uses of our digital services
  • 500 content and direct e-commerce websites
  • 48% tech vacancies filled by women in 2022


Beauty Tech is reinventing the consumer beauty experience

With over 1,400 services available online, L’Oréal is pioneering Beauty Tech. The Group’s experts use technology, data and artificial intelligence to develop services that deliver an unrivalled degree of personalisation. This approach is revolutionising how consumers discover, try and receive advice about products, both online and in brickandmortar points of sale.

Personalisation and inclusion lie at the heart of Beauty Tech

For example, Lancôme has developed unprecedented makeup services. Its EShade Finder uses a selfie video and an algorithm able to analyse over 22,000 skin tones to create bespoke foundation shades for consumers. In skincare, its Lancôme Skin Screen analysis service uses artificial intelligence to measure 13 clinical parameters of skin health, such as wrinkles, firmness and UV damage. Available in 30 countries and inspired by clinical studies and dermatologistapproved devices, Skin Screen helps beauty advisors to establish a “diagnosis” and provide personalised advice to consumers for a customised routine. This cuttingedge service is underpinned by L’Oréal’s scientific database, developed over the course of 20 years of studies by Research & Innovation, which comprises 15,000 photos of clinical signs of skin health gathered in compliance with responsible personal data processing standards. This technology unlocks the opportunity for widespread personalisation, in line with L’Oréal’s aim of providing inclusive beauty.

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Strategic partnerships

L’Oréal also expands its expertise and knowledge by working with firstrate partners. Climate tech company BreezoMeter, which specialises in UV exposure and air pollution and explores how the environment impacts skin ageing, is just one example. Another is Verily, an Alphabet subsidiary, which is conducting an exclusive strategic research programme on skin health in partnership with the Dermatological Beauty Division to develop applied technologies in beauty and dermatology.

At the crossroads of Advanced Research, innovation and cuttingedge technologies, Beauty Tech is an incredibly valuable accelerator for both knowledge and services. It is a growth driver that benefits not only consumers, but also employees, who are using these new technologies, data and algorithms to invent the beauty of tomorrow.

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L’Oréal out to conquer Web3 and social commerce

The pandemic gave rise to new social behaviours. Consumers tend to prefer closer, more qualitative relationships – including on social networks. L’Oréal sees this shift as an opportunity to expand beauty’s horizons and create new touchpoints with consumers.

Ecommerce goes social

This social context is conducive to the development of new online business models, such as social commerce and conversational commerce. Influencers, beauty advisors, stylists or dermatologists boost brand awareness by providing advice directly to consumers. These social experiences combine interactions and transactions to create a more seamless path to purchase, with ever more personalisation and entertainment. L’Oréal already has a very solid footing in this online sales model and was number one in terms of share of influence in 2022.

Gaming is another social phenomenon that brings together vast audiences on streaming platforms. Gamers with strong affinity with beauty have become influencers: Yves Saint Laurent has been a pioneer in this segment through partnerships and activations with European streamers for its Black Opium fragrance.

The Metaverse and Web3: cracking the new codes of beauty

With the ambition of becoming the undisputed leader in Beauty Tech, L’Oréal believes that the future of beauty will be physical, digital and virtual. Therefore, while continuing its Web2 acceleration, the Group is laying the foundations for a new “onchain beauty” in Web3.

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L’Oréal is exploring the new codes of beauty with innovation, creativity and by fostering a new ecosystem of partners. As an example, NYX Professional Makeup announced the world’s first beauty DAO (decentralised autonomous organisation), to bring together a 3D artists community, and as a launchpad for 3D creators, who are at the heart of the metaverse. The Group has also initiated an innovative multibrand avatar partnership with Ready Player Me, where L’Oréal Professionnel and Maybelline New York have created dedicated hair and makeup looks. Supporting creativity in Web3, L’Oréal and Meta have come together in the StationF campus (Paris) as the first Metaverse Startup Accelerator, to empower this ecosystem for augmented reality, virtual reality, avatar, 3D, tokens, or Web3 user experience, and to build by design a creative, more inclusive and diverse metaverse.

Brands like Yves Saint Laurent, NYX Professional Makeup and Mugler have started to explore this novel iteration of the internet, to deepen their engagement with consumers, through a prism of community, 3D beauty and collectibles.

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“Augmented” products: an opportunity to inform and engage anytime, anywhere

When buying products, consumers have three information-related expectations: traceability, transparency and support with tutorials and services. In response, L’Oréal has elected to include QR codes on its products, which redirect consumers to a dedicated website providing a wide range of information including a list of ingredients and their origin, manufacturing location, environmental and social performance, “diagnosis” tools, tutorials on how best to use the product, virtual try-ons and other consumer advantages.

These “augmented” products are real technological innovations that benefit consumers, as well as a significant logistical challenge for L’Oréal, which sees them as an opportunity to confirm its commitment to producing high-quality, responsible products.

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L’Oréal champions Beauty Tech alongside industry heavyweights

L’Oréal is making its mark among major players in the tech industry. The Group attends global industry events such as the Consumer Electronics Show in Las Vegas and VivaTechnology in Paris, and its Beauty Tech expertise is regularly praised. Salesforce, Microsoft and Google all put L’Oréal in the limelight at their iconic tech events in 2022. Watch the interview with Barbara Lavernos, Deputy Chief Executive Officer in charge of Research, Innovation and Technology, and Asmita Dubey, Chief Digital and Marketing Officer.

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Mitigating bias through diversity: women in tech are reinventing the future of beauty

While at most companies tech positions are still overwhelmingly held by men, L’Oréal has ramped up the feminisation of its tech workforce, where women already account for more than 30% of employees. In 2022, this acceleration was even more significant: 48% of tech vacancies were filled by women (compared with 34% in 2021), especially positions involving a high level of responsibility.
The Group encourages women in the field to promote their professions and accelerate hiring. For example, a think tank at L’Oréal USA arranged for female employees to be interviewed by specialist media outlets and hosted a mentoring event with the Chief Digital & Marketing Officer. Regardless of level of responsibility or location, every woman in tech contributes her expertise and talent to help create inclusive, diverse and universal beauty.

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