Technology boosts agility

Data management, machine learning and artificial intelligence now play a critical role in all areas of our business, supporting employees and improving the decision-making process. Let’s take a closer look at the technologies that have enhanced our agility, creativity, and cooperation between teams.

Consumer reviews, opinions and comments regarding our products are an invaluable source of information in our tireless quest to improve our innovations. 

To aggregate all the comments shared on brand websites and distributor platforms, L’Oréal developed an AI-powered semantic and quantitative analysis platform for consumer reviews. 

The system, dubbed Consumer Loop, is a digital dashboard updated in real time by the Marketing and Research & Innovation teams. Consumer Loop is underpinned by seven custom AI algorithms designed specifically for the platform and able to simultaneously extract product classifications, analyse comment content, erase bias, and more. The pilot scheme analysed 34,000 reviews every month in the US makeup category and has now been expanded to other Zones and product categories. Listening to and decoding consumer reviews in real time strengthens our ability to continuously improve products, formulas and packaging to better meet consumer expectations.