L’Oréal Groupe celebrates beauty tech innovation at Viva Technology 2024 : Moodie Davitt Report

[ad_1]

French beauty giant L’Oréal Groupe introduced several beauty technology innovations across its brands at Viva Technology 2024 (22-25 May), underscoring its leadership in beauty tech. The latest developments help drive the group’s wider mission of ‘Beauty for Each, Powered by Beauty Tech’.
L’Oréal Groupe Deputy Chief Executive Officer in charge of Research, Innovation and Technology Barbara Lavernos commented: “To be the leader in beauty today, you must be the leader of beauty tech. We are shaping the beauty of the future to be more personalised, more inclusive and more responsible.”
The company also introduced the Creaitech GenAI Beauty Content Lab, designed to enhance creativity in content production. This lab uses advanced GenAI (Generative Artificial Intelligence) technology to generate brand-compliant content, aiding in the creation of localised marketing materials for L’Oréal’s diverse range of beauty brands.
L’Oréal Groupe Chief Digital and Marketing Officer Asmita Dubey said: “With human creativity, technology is at its most awe-inspiring, giving people a powerful tool for self-expression and brand expression.”

Another highlight was the Derma-Reader by Kiehl’s, a deep-skin-analysis tool that evaluates over 11 skin attributes using clinical imaging technology. This device enables precise skin diagnostics and tailored skincare recommendations, enhancing the consumer experience by providing deeper insights into their skin health.
Lancôme presented the Renergie Nano-Resurfacer 400 Booster, a device developed to boost cosmetic penetration and enhance product performance. Powered by patented nanochip technology, this beauty device offers clinically tested results for at-home skincare routines.
L’Oréal Paris introduced the Beauty Genius, a GenAI-powered personal beauty assistant. This tool provides personalised diagnostics and recommendations, helping users navigate the extensive range of beauty products available.

L’Oréal Professionnel showcased the AirLight Pro, a hair-drying technology that combines infrared light with high-speed wind for efficient drying while maintaining hair health. It also showcased the My Hair [iD] Hair Reader, a tool which offers precise hair colour analysis to ensure optimal colouration results.
L’Oréal Groupe Chief Corporate Affairs and Engagement Officer Blanca Juti added: “We place science and technology at the service of beauty to develop the best cosmetic products for each and every beauty need and desire.”
L’Oréal Groupe also introduced its ‘New Codes of Beauty’ initiative, which focuses on fostering authentic conversations between brands and consumers to drive the conversation about key beauty trends online.
This initiative has empowered L’Oréal to collaborate with over 60,000 influencers and thousands of prescribers and advocates, including skin influencers, beauty Tik-Tok creators, medical influencers, glamers (gaming influencers) and hairstylists. The initiative aims to redefine beauty experiences using augmented reality (AR), virtual reality and 3D tools.
During Viva Technology, visitors were invited to participate in the L’Oréal ‘Creativity for Each’ corner, where they could try their hand at being new-age creators. This interactive experience allowed visitors to record original videos inspired by L’Oréal brands, influencers, experts and creators. The experience encompassed different beauty categories, including skincare, haircare and makeup. It featured brands such as L’Oréal Paris, Lancôme and La Roche-Posay.


L’Oréal Groupe introduced a new partnership with Meta called the ‘New Codes of Beauty Creator Programme’. The partnership aims to empower the next generation of 3D, AR and AI creators and explore new creative frontiers in beauty. Through collaborations with 30 creators, L’Oréal Paris, Lancôme and La Roche-Posay are helping unleash technological creativity in this new creator marketing era.
Throughout Viva Technology 2024, L’Oréal Groupe demonstrated its ongoing digital transformation and dedication to integrating sustainability across its business. This includes partnerships with various start-ups and institutions to measure and reduce the CO₂ emissions generated by the group’s digital activities.
In addition, L’Oréal showcased its Skin Technology innovation, a bio-printed artificial skin that mimics human skin. This innovation combines biology, mechanics and electronics to create inclusive testing models capable of replicating various skin conditions and reactions, thus raising the standards for product testing and research.

Australian beauty brand Aesop, L’Oréal Group’s newest acquisition, was showcased via a special zone at Viva Technology. Aesop was inspired by the word ‘technē’ which translates to art, craft, skill or technique – rather than contemporary technology.
The brand’s exhibition space created a serene environment devoid of screens, encouraging human conversation and interaction. This approach highlighted Aesop’s commitment to combining traditional craftsmanship with modern skincare and customer service, offering a distinctive experience amid the high-tech displays at the event.
L’Oréal’s participation at Viva Technology 2024 underscored its position as a pioneer in beauty tech, continually pushing the boundaries of what is possible in the beauty industry through innovative technological solutions.
L’Oréal Groupe and The Moodie Davitt Report are partners for Beauty Tech Curated, a dedicated e-newsletter highlighting the most exciting developments and innovations in the world of beauty technology. ✈
[ad_2]
Read More