L'Oréal Partners with OpenAI to Integrate AI Across Brand Portfolio

L'Oréal Group is teaming up with OpenAI to accelerate the use of artificial intelligence across its beauty brands. The partnership was unveiled at the VivaTech trade show in Paris, marking a strategic pivot toward what the company calls "agentic commerce."

Initial initiatives focus on reshaping how consumers discover and experience L'Oréal products. In the United States, brands including Lancôme and Kérastase will see enhanced product discovery on ChatGPT using enriched data signals. This move aligns with a shift in consumer search behavior away from traditional search engines toward AI chat platforms.

Maybelline will integrate virtual make-up try-on experiences directly into ChatGPT. This feature aims to bridge the gap between product exploration and purchase within the chat interface.

Separately, SkinCeuticals, CeraVe, and Garnier are participating in a global advertising pilot on ChatGPT. The pilot is designed to pioneer AI-native advertising formats, presenting new opportunities for brand engagement.

"At L'Oréal, we believe we can expect more from AI for our beauty consumers, for our business functions such as marketing and research, as well as for our employees," said Asmita Dubey, chief digital and marketing officer at L'Oréal. The company has embraced a multi-front approach to AI integration, touching marketing, R&D, and employee tools.