L'Oréal and OpenAI Forge an Alliance in AI and Scientific Research

Virtual Makeup Try-On Directly in ChatGPT

Maybelline New York will incorporate a virtual makeup try-on tool directly into ChatGPT, utilizing ModiFace technology developed by L'Oréal. This feature will allow consumers to discover and test makeup looks in real-time within the AI-powered conversation. Concurrently, L'Oréal is enhancing its product discovery in ChatGPT in the United States for its Lancôme and Kérastase brands. SkinCeuticals, CeraVe, and Garnier are participating in the global advertising pilot of ChatGPT, paving the way for AI-based advertising that directly responds to consumer purchase intent.

GPT-Rosalind to Accelerate Dermatological Research

L'Oréal will leverage GPT-Rosalind, OpenAI's reasoning model designed for life sciences, to map the skin microbiome at an unprecedented scale. This effort, aimed at identifying beneficial bacteria, will fuel the development of the next generation of natural and effective skincare, initially offered by La Roche-Posay. OpenAI's latest model will also power CreAItech, L'Oréal's internal platform for generating beauty content using generative AI. This tool will enable the creation of images and videos by drawing on brand heritage while enhancing human creativity.

73,000 Employees Already Trained in Generative AI

This collaboration is part of L'Oréal's broader AI strategy, which focuses on three priorities: enriching the consumer experience with personalized beauty tools, enabling teams to work smarter in marketing and research, and developing AI capabilities within the organization. The group already has 73,000 employees trained in generative AI and equipped with internal tools such as L'OréalGPT and personal AI companions.