L’Oreal is the most important cosmetics brand in the world, with more than 100 years in the market, the search for innovation being part of its DNA, which is why it is making it clear that the beauty business is also joining the evolution in the face of technology, embarking on a digital revolution that precisely coincides with its mantra of continuous reinvention. This digital transformation starts from the implementation of new technologies such as A/R, V/R, AI and spatial computing. Asmita Dubey, L’Oreal Group Global Chief Digital & Marketing Officer, spoke to us about L’Oréal’s goal to become a Beauty Technology powerhouse with positive impact on both collective and individual levels.
Technology of beauty
These initiatives are designed to offer beauty to all, which means beauty plurality. Beauty for all because thanks to technology you can create more inclusive beauty, as well as face sustainability challenges, such as the latest generation L’Oréal Water Saver shower head, which helps you save up to 69 percent of water, a small but a real radical change for thousands of stylists in the world, a new tool developed in collaboration with the French company IMPACT+ to track the carbon footprint of digital activities.
L’Oréal is a pioneer brand in marketing in the digital age and beauty technology with inclusive, personalized and sustainable products and services, as highlighted by Asmita Dubey, Chief Digital & Global Marketing Officer L’Oreal Group is a pioneer in the use of AR with ModiFace (specialist in augmented reality), to virtually experiment with makeup and hair dyes before buying them. Also, the brand is at the forefront in services, for example, Lancôme Skin Screen allows diagnosing the skin based on more than 13 parameters, such as wrinkles, spots, moisture level, etc., thanks to Artificial Intelligence algorithms. Also, these technologies are available both online and offline: two worlds that are sought to be combined thanks to the creation of “digital twins” through a QR code placed on the packages and with which customers can know both the ingredients such as environmental impact issues, in addition to being able to browse the different services available on the website.
L’Oréal fully believes that the future of beauty is physical, digital and virtual, which is why it aims to shape it with science, technology and creativity.
L’Oréal and influencer marketing
Asmita Dubey, L’Oreal Group’s chief digital & global marketing officer, reiterated the brand’s great interest in influencer marketing, which has allowed it to create innovative strategies that support its digital transformation, in addition to being able to take advantage of reach, engagement, trust and content creation to directly impact consumer buying decisions, both online and offline. She has practically allowed us to reach and capture new audiences that would otherwise remain unexplored. Additionally, she has built brand recognition and trust in a hyper-competitive world through meaningful conversations led by influencers, fantastic spokespersons for amplifying the voices of the L’Oréal range of brands.
Over the past decade, beauty consumer journeys have been digitized, particularly as the digital age fundamentally changes people’s behaviors and expectations, they are more empowered in making their own purchasing decisions, seeking deeper connections and personalized with brands. In fact, so far, 75 percent of contact happens online.
In fact, today the figures speak for themselves, nine years ago online commerce represented less than 5 percent of sales revenue, today the brand is number one in online beauty commerce, after achieving 28 percent, although L’Oréal’s goal is to reach 50 percent.
Given the importance in terms of environmental impact, L’Oréal has just launched the first Digital Circular Economy in Beauty partnership between L’Oréal China and Alibaba.
L’Oréal in the Metaverse
Beauty has always been about personal expression, which is why the brand is exploring the new codes of beauty through the lens of community, 3D beauty and collectibles. Therefore, the efforts in the web3, the metaverse and video games allow to interact with a new generation of audiences fostering a new ecosystem of partners. The test and learn strategy spans multiple brands including: Armani on Fortnite, Urban Decay and NYX on Roblox, as well as YSL and Mugler with the NFT collections.
NYX Professional Makeup announced the world’s first beauty DAO (Decentralized Autonomous Organization) Gorjs, to unite the community of 3D artists and as a launching pad for 3D creators. Dream Vortex promotes the idea that creative expression should not be limited to a single group and establishes a digital foundation for creators and artists around the world who can participate in the DAO.
Talent at L’Oreal
L’Oréal currently has 5,900 digital experts across all functions, with the highest growth in online commerce and data talent. In addition, L’Oréal also participates in the diversity of Women in Tech, in 2022, HR teams implemented a policy to promote the representation of women in technology, and although the average representation of women in positions technology is 20 percent in companies, L’Oréal has the goal of reaching 50 percent.
Asmita Dubey, L’Oreal Group global chief digital & marketing officer, noted that L’Oréal has successfully attracted and retained talent for its digital transformation through initiatives such as the Brandstorm competition and the L’Oréal BOOST program.