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With e-commerce accounting for around 30% of the group’s turnover, L’Oréal (sales 9M 2024 : €32.4 billion up 8.1% at constant rates, after +12.6% in 2023) sees Gen AI, personal assistants and computer vision as levers for providing consumers with a personalised experience. The aim is to move from sales conversion at the time of purchase to longer-term customer engagement, via a range of services that meet needs of customers throughout their purchasing journey. “In the beauty sector, we can see consumers now expect this type of services”, Béatrice Dautzenberg, Global Beauty Tech Director, said to mind Retail. “We live in an economy of services, and all our competitors have followed our lead in this respect.”
Beauty tech services are currently available in 66 countries and for 33 brands, both online and in stores (via sellers’ devices). In terms of adoption, these online tech services (skin diagnostics, virtual make-up or colouring shampoo fittings or online appointments) recorded 110 million user sessions in 2024, according to figures provided by the Group.
