Beauty | “The Beauty of the Future Will Be Physical, Digital and Virtual” (Camille Crowley – L’Oreal Group)

(ETX Daily Up) – Participated in the sixth edition of L’Oréal VivaTech with a 325 sq m stand for new immersive beauty experiences developed by its major brands. On this occasion, Camille Crowley, Director of Open Innovation and Digital Services, explains what the future beauty will be at the junction of science and technology and unveils innovations that could disrupt our beauty routine. Interview.

Does L’Oréal’s presence on VivaTech mean that beauty and technological innovation are now inseparable?
Technological innovation is the ally of tomorrow’s beauty. At L’Oréal, we’re convinced that innovation is at the crossroads of science and technology, and that’s what we’re presenting at VivaTech. Innovation is at the heart of our DNA … beginning with science, and today combining science and technology to offer enhanced beauty.

How can technology shape the future of beauty?
Today, technologies make it possible to meet consumer expectations with one click Throughout their beauty journey, our customers have access to services that bring them legitimacy, such as virtual make-up try-ons with artificial intelligence, but also tailor-made advice from Lancom’s Shade Finder, which makes it possible for skin screens and e. -You can find the right shade of foundation or even personalized skin diagnostics at home with the help of Youth Finder. These innovations allow you to discover your adapted beauty routine with a precision never seen before. Technology offers unlimited possibilities for personalization.

Among the innovations presented on VivaTech is Yves Saint Laurent Beauté’s “Scent-Sation”, which allows the public to find fragrances that best express their emotions. Has personalization become essential for persuading consumers?
Scent-Sation is a kind of immersive experience that uses a connected headset to help customers find the perfect scent to assess their emotional response to different families of fragrances. The need for personalization has always existed, and technology has so far provided a tailor-made answer for consumers with unequal accuracy.

The group’s brands are also the first to enter Metavers with NFT and immersive experience. Is it necessary?
At L’Oreal, Metavers is a unique field of exploration and innovation to build engagement with a new generation of consumers. The beauty of the future will be physical, digital and virtual. So we approach a ‘test and learn’ approach to identify possibilities to enrich the consumer journey that is constantly evolving, moving from an ‘online to offline’ approach to an ‘online to offline to on-chain’.

What possibilities can Metavers Group offer to luxury and consumer brands?
Metaverse offers many possibilities. Among them, the possibility of attracting communities and promoting diversity. For example, the NYX professional makeup brand launches the first labels of 3D beauty makers to design the beauty code of tomorrow and stays with the next generation of artists. As part of this launch, NYX has partnered with People of Crypto Lab (POC) on The Sandbox platform and provided 8,430 NFT avatars representing all variations. For its part, Yves Saint-Laurent has launched 10,000 NFT 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. What is the future of virtual dermatological care?
Knowing your skin needs and the routine of the most appropriate related product is an extremely strong expectation that always exists. Today, thanks to new technology, we allow consumers to access a level of advice and recommendation with one click, wherever they are. At L’Oreal, we see a significant demand for skin care that is now experiencing strong growth. We must respond by combining beauty products and services to give consumers the best possible experience.

Will all these technological innovations also be placed in physical stores?
That’s the power of what we’re presenting today: a fluid beauty journey thanks to the accessible devices in store that offer our best recommendations and diagnostics. Lancôme Skin Screen Using Artificial Intelligence, an advanced skin diagnostic service provided free of charge by a beauty consultant of the brand. This service makes it possible – to take facial images using Tripolar Lite technology with an innovative device – to offer the best high-resolution diagnostics. Skin Screen compares 15,000 images with our Skin Aging Atlas database using artificial intelligence, and combines more than 20 years of data and clinical trial assessment skills to analyze 13 skin health parameters, including hydration, texture, UV damage, and dark circles. .

Are technologies used to serve a more responsible beauty?
At L’Oreal, we’ve identified many revolutionary technologies for more responsible beauty. L’Oreal Water Saver offers a hair washing experience that reduces water consumption by 61% compared to the standard method; Which would represent billions of liters of water each year. Trying virtual make-up is also very effective in preserving the environment. When a consumer uses it, we monitor our product return rate up to -17% because the customer was able to try it upstream; Which also helps reduce our carbon footprint.

What will beauty look like in L’Oreal in 10 years?
In 10 years, the beauty of L’Oreal will always be more responsible, more inclusive and at the forefront of science and technology.

Christine Pelissier

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