“The beauty of the future will be physical, digital and virtual” (Camille Kroely – L’Oréal Group)

(ETX Daily Up) – L’Oréal attended the sixth edition of VivaTech with a 325 square meter stand dedicated to new immersive beauty experiences developed by its main brands. On this occasion, Camille Kroely, Director of Open Innovation and Digital Services, decodes what the beauty of the future will be at the intersection of science and technology and lifts the veil on the innovations that will disrupt our beauty routine. Interview.

Does L’Oréal’s presence at VivaTech mean that beauty and technological innovation are now inseparable?
Technological innovation is the ally of tomorrow’s beauty. At L’Oréal, we believe innovation lies at the intersection of science and technology, and that’s exactly what we’re showcasing at VivaTech. Innovation is at the heart of our DNA…In the beginning with science and today by bringing science and technology together to offer enhanced beauty.

How can technology shape the future of beauty?
Technologies today make it possible to respond to consumer expectations with one click. During their beauty journey, our customers have access to services that bring them precision, such as virtual make-up fittings via artificial intelligence, but also tailor-made advice, such as Lancôme’s Shade Finder, which makes it possible to find the right foundation -Find color or even personalized skin diagnostics in store with Skin Screen and at home with E-Youth Finder. These innovations allow you to discover your customized beauty routine with a precision never seen before. Technology offers unlimited possibilities for personalization.

Among the innovations presented at VivaTech is the “Scent-Sation” by Yves Saint Laurent Beauté, which allows the public to find the fragrance that best expresses their emotions. Has personalization become essential to seduce consumers?
Scent-Sation is a unique immersive experience that uses a connected headset to assess consumers’ emotional responses to different fragrance families, helping them find the perfect scent. The need for personalization has always existed, and technology offers the consumer a tailored response with unprecedented precision.

The group’s brands are also making their first forays into the Metaverse with NFTs and immersive experiences. Is it a must?
At L’Oréal, the Metaverse is a unique field of exploration and innovation to appeal to a new generation of consumers. The beauty of the future will be physical, digital and virtual. We therefore approach it with a “test-and-learn” approach to identify opportunities to enrich the consumer journey, which is constantly evolving and shifting from an “online-to-offline” approach to an “online-to -Offline-to-on-chain” approach moves.

What opportunities could the Metaverse bring to the group’s luxury and consumer brands?
The Metaverse offers many possibilities. These include opportunities to engage communities and promote diversity. For example, the NYX Professional Makeup brand is embracing the next generation of artists by launching the first label of 3D beauty creators to design tomorrow’s beauty codes. As part of this launch, NYX has partnered with People of Crypto Lab (POC) on The Sandbox platform and has provided 8,430 NFT avatars, all representing diversity. For his part, Yves Saint-Laurent launched 10,000 NFTs to unlock unique and personalized experiences and services in the YSL Beauty ecosystem.

With SkinCeuticals Pro 1:1, L’Oréal offers a personalized – and free – skin diagnosis to benefit from a tailor-made routine. Is the virtual also the future of dermatological care?
Knowing your skin’s needs and the most appropriate associated product routine is a very strong expectation that has always existed. Today, thanks to new technologies, we enable consumers to access a range of advice and recommendations with one click, wherever they are. At L’Oréal, we see an exponential demand for skin care products, which is currently growing strongly. We must respond by combining beauty products and services to offer consumers the best possible experience.

Will all these technological innovations also be used in physical stores?
This is the strength of what we present today: a fluid beauty journey that offers the best of our recommendations and diagnostics thanks to commercially available devices. Lancôme uses artificial intelligence to offer Skin Screen, an advanced skin diagnostics service provided free of charge in stores by a brand beauty consultant. This service makes it possible to offer the best high-resolution diagnostics with the help of an innovative facial image recording device with tripolar light technology. The Skin Screen uses artificial intelligence to compare images against our skin aging atlas database of over 15,000 images, and brings together over 20 years of data and experience evaluating clinical trials to analyze 13 parameters of skin health, including moisture, texture, UV damage and Eye bags .

Are technologies also used to serve responsible beauty?
At L’Oréal we have identified many revolutionary technologies for more responsible beauty. The L’Oréal Water Saver offers a hair washing experience that reduces water consumption by 61% compared to standard methods; which will represent billions of liters of water each year. Trying on virtual makeup is also very effective for saving the environment. When a consumer uses it, we see up to -17% in the return rates of our products because the customer could try it first; which also allows us to reduce our carbon footprint.

What will beauty look like at L’Oréal in 10 years?
10 years from now, beauty at L’Oréal will always be more responsible, inclusive and at the intersection of science and technology.

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