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L’Oréal’s leadership has made AI central to strategy, with CEO Nicolas Hieronimus describing the company as a tech company and championing AI initiatives. The company is integrating AI into products and consumer experiences: for example, its L’Oréal Beauty Genius™ platform uses AI to give personalized beauty advice, diagnostics, and virtual try-ons. In marketing, L’Oréal has set up a generative-AI content lab (CREAITECH™) that leverages Google’s Imagen 3, Gemini, and Nvidia tools to rapidly produce ad concepts, 3D product renderings, and visuals. 

Internally, L’Oréal applies AI in R&D and operations: it partnered with IBM to train AI on its formula data to speed up development of sustainable formulas, and new data-driven systems (e.g., the US SalonCentric order platform) use AI to optimize supply chain efficiency and customer service. The group is also building employee AI capability: in 2024, 42,000 staff took a GenAI for All training course (covering AI’s workings, potential, and risks) and many use “L’Oréal GPT,” an internal AI assistant.