L'Oréal Group announced on the 10th a strategic collaboration with OpenAI at Viva Technology 2026, outlining its vision for AI-driven beauty innovation. This partnership aims to enhance consumer experience and develop AI-native commerce, positioning L'Oréal at the forefront of technology integration in the beauty sector.

The collaboration focuses on two primary axes: strengthening AI-based consumer interactions and innovating across research and development, scientific domains, and marketing. L'Oréal plans to leverage ChatGPT to expand consumer touchpoints while proactively integrating AI into research, content creation, and organizational innovation.

In the consumer experience sector, makeup brand Maybelline New York will introduce a virtual makeup experience feature within ChatGPT, utilizing L'Oréal's augmented reality beauty technology, ModiFace. This initiative allows consumers to explore makeup styles and engage in real-time virtual experiences with AI, enhancing customer engagement and potentially increasing conversion rates.

Simultaneously, SkinCeuticals and CeraVe will participate in a pilot program utilizing ChatGPT to develop a new form of AI advertising model that connects product exploration directly to purchase decisions. In the U.S. market, L'Oréal aims to improve product discovery features for major brands like Lancôme and Kérastase, indicating a strong push toward a more cohesive customer journey.

In terms of research and development, L'Oréal plans to utilize OpenAI's life sciences-specific inference model, GPT-Rosalind, for large-scale analysis of skin microbiomes, accelerating the discovery of beneficial microorganisms. This initiative is designed to enhance L'Oréal’s competitive edge in the next generation of skincare product development.

Within marketing, the application of OpenAI's latest models to L'Oréal's generative AI content platform, CreAItech, is intended to elevate the efficiency of content creation that reflects brand identity and heritage, thereby strengthening global marketing capabilities. This comprehensive approach signals a significant shift toward AI-enhanced operational models that can potentially improve brand retention and loyalty.

L'Oréal describes this collaboration as central to its 'Transformative AI' strategy, having already implemented generative AI training for over 73,000 employees worldwide. The introduction of internal platforms like L'Oréal GPT and personal AI assistants is also expected to drive workplace innovation.

Marking a decade of participation at Viva Technology, L'Oréal unveiled various future beauty technologies under the theme 'Beauty Odyssey.' These include a virtual hair model, the Hair Digital Twin, which improves molecular screening speeds by three times, based on the world's largest hair database. Additionally, in the field of skin longevity research, L'Oréal collaborates with the University of Oregon to create aging skin tissue using 3D bioprinting, demonstrating potential advancements in verifying skin recovery and regeneration effects before clinical trials.