Science and the beauty industry have always gone hand in hand, but for a long time research was hidden away in a lab or buried in a paper. Now, L’Oréal Groupe is pulling back the curtain and putting tech at the centre of the beauty experience.
Barbara Lavernos, a deputy CEO, in charge of research, innovation and technology, at L’Oréal, confirmed as much in the keynote speech she gave at the European tech and startup conference VivaTech last year.
“To be the leader in beauty today, you must be the leader of beauty tech,” she said. “Having pioneered beauty tech for years, we are firm believers that technology can push the boundaries of what’s possible for beauty to improve the lives of people around the world.”
Any technology runs the risk of becoming a gimmicky gadget lying forgotten in a cupboard. That’s why the L’Oréal Groupe started not with what’s possible but with what’s needed, putting science at the service of beauty to provide personalised solutions for real-world problems.
These apps, devices and tools draw on tech from artificial intelligence (AI) and augmented or virtual reality (AR) to biotechnology and robotics, across L’Oréal Groupe’s portfolio of brands including Kérastase, Lancôme, Kiehl’s and La Roche-Posay. And they’re coming soon to a bathroom or salon near you.
A personal beauty adviser
This is the year that AI will prove its worth, with the widespread adoption of “agents” that behave like our own personal assistants. These smart digital helpers can understand context, make decisions based on the information you feed them, and interact with other technology to get jobs done. They can order groceries, book airfares and, in the case of L’Oréal’s Beauty Genius app and website, act like a private beauty consultant that’s on call 24/7.
This AI-powered tool has been trained using clinical studies, ingredient listings and images of more than 6,000 people across all ages and a full spectrum of hair and skin types. Ask it about a beauty concern, such as how to make your pores look smaller, and it will pose a series of questions before suggesting a personalised skincare routine and throwing in some handy makeup tips.
Pondering a new hair colour? Upload a selfie and the app will make recommendations on the right shade, tailored to your skin tone. You can also virtually try on different makeup products and colours. Once you’re satisfied with the advice, the agent can tell you where to buy all the products it has recommended.
A better blow-dry in less time
A speedy process and smooth result are the twin hallmarks of a great hairdryer, but for L’Oréal Professionnel’s AirLight Pro, hair health and energy efficiency are just as important.
L’Oréal partnered with pioneering infrared start-up Zuvi to create the AirLight Pro, which combines infrared light and wind to dry hair in less time and with less heat and damage than traditional dryers, L’Oréal says. Available for both home and salon use, it automatically adjusts for straight, curly or coily hair, tailoring the drying process for a smooth and shiny result.
Smart in-salon scalp and hair care
Scalp care is one of the fastest growing categories in beauty, driven by consumers with an intense interest in skincare and a growing understanding that healthy, shiny hair thrives in a robust scalp environment. Dandruff, sensitivity and excessive oiliness are all signs that something is amiss up top – and they can be stubbornly hard to treat. Kérastase’s K-Scan takes the guesswork out of diagnosing scalp and hair issues by bringing the combined knowledge of dermatologists, scalp specialists and hair experts into any hair salon.
As the handheld device scans the head, three types of light zero in on imbalances. UV light assesses the scalp’s microbiome and checks for signs of dandruff; cross-polarised light clocks redness and irritation; and white light picks up on excess sebum. The results are fed into an app, which suggests a personalised regimen of scalp and hair treatments and can even be used to track results at your next salon visit.
An accessible makeup applicator
For people with arthritis, or movement disorders such as Huntington’s disease, the precise application of lipstick or mascara can be challenging. Working with accessibility startups, L’Oréal leveraged technology created by Verily (Alphabet’s health tech arm) to build HAPTA by Lancôme, an AI-powered makeup application device.
It’s lightweight, ergonomically designed and capable of rotating up to 360 degrees and bending up to 70 degrees for people with limited mobility. Plus, the device uses motion-stabilising technology to counter tremors or a lack of sensation in the hands. Named one of Time’s best inventions of 2023 for accessibility, HAPTA already counts the American para-athlete Oksana Masters and the Italian Paralympic medallist Veronica Yoko Pleban among its devotees – both have signed on as ambassadors for the device.
Redefining creative limits
Cutting-edge tech isn’t just powering these innovations; it’s also changing the way L’Oréal communicates them. At CREAITECH, the company’s AI-backed content studio, marketers, copywriters and 3D artists are encouraged to experiment with the latest tools to push the boundaries of their creativity.
AI is already being used to speed up the production of background imagery, 3D product renderings and campaign taglines for brands such as La Roche-Posay and Kérastase. Just as important is where it won’t be used: the group has committed to not using AI to create lifelike people, hair or skin for its marketing and content.
