At the recent DigiCon 2024, one of the biggest digital conventions in the Philippines, the L’Oréal Group shared its digital transformation roadmap powered by Beauty Tech, which will accelerate how the leading beauty player will meet the diverse beauty needs and expectations of Filipino beauty consumers.
In a keynote speech, L’Oréal Philippines Managing Director Yassine Bakkari recounted how the group is championing a personalized, inclusive, and responsible beauty at scale with “Beauty for Each, powered by Beauty Tech.” “L’Oréal is a company with a strong beauty legacy and the heart of a start-up. We believe that beauty is a tech story. Our goal is to provide tailored, inclusive beauty solutions that meet specific, individual aspirations of the Filipino beauty consumer,” Bakkari added.
With over a century of expertise in beauty covering 150 countries across multiple product categories, L’Oréal’s strategy is based on careful attention to consumers and a deep respect for their differing needs, lifestyles, desires and traditions. L’Oréal also capitalizes on its portfolio of brands with different cultural backgrounds, its ability to develop regional innovations with global potential, and its range of personalized products and services powered by artificial intelligence, data, and Beauty Tech.
During DigiCon, Bakkari shared how L’Oréal has ushered in its digital transformation in the Philippines and beauty tech solutions that cater to the needs of Filipino beauty consumers. As the world leader in beauty and indisputable leader in Beauty Tech, L’Oréal is set to continue reinventing the beauty experience with its “Beauty for Each” strategy. L’Oréal aims to become the leading digital-first beauty company in the Philippines, and the most trusted beauty partner of Filipinos.
Knowing Your Audience
For the past 115 years, L’Oréal has been dedicated solely to beauty, and this exclusive focus brings a competitive advantage in knowing its consumers. L’Oréal has spent decades harnessing the power of augmented beauty—including data diagnostics and smart devices—to cater to the largest possible audience but in a personalized way.
Beauty tech, powered by deep learning and AI, has enabled L’Oréal to develop premier skin analyzer apps such as the Skin Genius by L’Oréal Paris. Backed by years of research, L’Oréal uses data to address specific skin concerns with cutting-edge biotechnology and green chemistry, providing customers with natural, safe, and effective products made with sustainably sourced ingredients.
Offering a Personalized Consumer Experience
In addition, beauty tech helps L’Oréal anticipate customer needs while science helps strengthen consumer confidence. Decades have been spent perfecting precision shade matching programs like the YSL Beauty Shade Match, which users can access with their smartphones. The Lancôme Skin Screen, meanwhile, goes beyond personalized skincare recommendations. The powerful tool uses an advanced algorithm that assesses key skin parameters (like skin hydration, texture, firmness, sun damage, and clogged pores) for a comprehensive analysis that is later paired with innovative solutions by Lancôme. In the Philippines, the Lancôme Skin Screen is available in Greenbelt, Rockwell, SM Makati, and Look Mall of Asia stores.
This level of personalization is also present in the arena of haircare with Kérastase. The brand offers K Scan, a diagnostic tool that matches hair concerns with the best hair and scalp care solutions. Customers can get the professional expertise of Kérastase—and a haircare routine tailor-fit to their lifestyles—all at the click of a button. K Scan will be available in select Kérastase stores in 2025.
Doing the Right Thing and Things Right
At the heart of L’Oréal’s digital revolution is its commitment to sustainability and inclusion. L’Oréal has partnered with Swiss start-up Gjosa on the L’Oréal Professionnel x Gjosa Water Saver showerhead, a revolutionary hair rinsing system that optimizes water flow and reduces waste. In addition, it has developed Lancôme’s HAPTA, an AI-powered motion-stabilizing makeup applicator designed for individuals with limited fine motor skills, giving them the freedom and independence to apply makeup with ease and precision.
As part of its Group sustainability program, “L’Oréal for the Future,” the company continues to innovate sustainable solutions. In 2020, L’Oréal became the first beauty company to roll out plastic-free packaging in e-commerce orders, drastically reducing the use of plastic in the fulfillment processes. Today, all L’Oréal brands offer plastic-free packaging for products ordered on e-commerce platforms like Lazada, Shopee, and TikTok Shop. Further encouraging a positive impact in the community, L’Oréal advocates for refillable packaging, where many of its iconic products have been redesigned to allow consumers to reuse their containers, ultimately reducing plastic consumption.
Pushing the Boundaries of Beauty Tech and Innovation
As technology advances rapidly, L’Oréal sees the importance of pushing the boundaries of beauty not just by adapting to change but by actively shaping it. Earlier this year, it introduced the L’Oréal Paris Beauty Genius, the first-ever fully personalized, AI- and Gen-AI-powered virtual beauty advisor. Accessible to users 24/7, this provides individuals with in-depth diagnoses, expert analyses, and beauty solutions.
