L'Oréal was present at in the sixth edition of the Paris VivaTech show with a 325-square-meter booth showcasing the new immersive beauty experiences developed by its main brands. On this occasion, ETX Studio caught up with Camille Kroely, Director of Open Innovation and Digital Services, who explains what the beauty sector of the future will look like -- where science meets technology -- and lifts the lid on the innovations that are poised to revolutionize beauty routines.
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 that innovation is at the intersection of science and technology, and that's exactly what we're presenting at VivaTech. Innovation is at the heart of our DNA... At the beginning with science, and today by bringing science and technology together to offer an augmented beauty.
How can technology shape the future of beauty?
Today's technologies allow us to meet consumers' needs at the click of a button. Throughout their beauty journey, our customers have access to services that provide them with precision, such as virtual makeup testing via artificial intelligence, as well as customized advice, such as Lancôme's Shade Finder, which helps them find the right shade of foundation, or personalized skin diagnostics in store with Skin Screen and at home with E-youth Finder. These innovations allow customers to find their own tailored beauty routine with an unprecedented degree of precision. Technology offers unlimited possibilities for personalization.
The group's brands are also making their first forays into the metaverse with NFTs and immersive experiences. Is this an inevitable next step?
At L'Oréal, the metaverse is a unique field of exploration and innovation for fostering engagement with a new generation of consumers. The beauty of the future will be physical, digital and virtual. We are therefore approaching it with a 'test and learn' approach to identify possibilities to enrich the consumer journey, which is constantly evolving, moving from an 'Online to Offline' approach to an 'Online to Offline to On-Chain' approach.
What possibilities could the metaverse hold for the group's luxury and consumer brands?
The metaverse offers many opportunities. Among them is the possibility to engage communities and promote diversity. For example, the NYX Professional Makeup brand is supporting the next generation of artists by launching the first 3D beauty designers label to shape the beauty codes of tomorrow. As part of this launch, NYX partnered with People of Crypto Lab (POC) on The Sandbox platform and made available 8,430 NFT avatars representing diversity in all its forms. For its part, Yves Saint-Laurent launched 10,000 NFTs to unlock unique and personalized experiences and services in the YSL Beauty ecosystem.
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