Paris- L’Oréal lays the foundation for Web3 and the Metaverse. beauty The industry is transforming in a phenomenal way and accelerating towards an “on-chain” model.
“In any environment [the transformation] Asmita Duby, L’Oréal’s Chief Digital Officer, said in his first sit-in interview since he got a job in April 2021:
Her conversation with WWD took place just days before the start of Viva. technology L’Oréal will be attending a conference in Paris on Wednesday.
Regarding digital transformation, Duby added: “We are moving from O + O that is already being created to offline + online +” on-chain “O + O + O. Of new technology. This is the transition from Web2 to Web3. “
Digital is not new to the world’s largest companies beauty However, the manufacturer.
“Over the last decade, we have digitized the journey of beauty consumers, reinvented the beauty experience, and enhanced the journey of beauty,” said Duby.
To do so, they needed to adopt new platforms, develop their content, accelerate e-commerce, and deliver new digital services such as augmented reality and artificial intelligence.
“We have all the science of the last 100 years technology There, “Dubey said.
Web2 includes live streaming, image recognition, AI, voice, SaaS, cloud automation, data flow and more.
“Web 2 is still very much deployed,” Duvey said, and new digital reality is pervading people’s lives. In 2021, many forces helped drive humanity to the pinnacle of this different digital reality. These include new ways of socializing and working, empowering technology, and the emergence of various cryptocurrencies.
“There is a turning point in the economics of creators, they are very platform dependent and they want to regain their strength,” Duvey said.
Web3 includes virtual reality, AR, spatial computing, digital identities, and virtual ownership.
When the web is closed and centralized, the web is open and decentralized. According to Dubey, the smartphone lookup era used to drive the web, but now devices are coming to the fore.
“So imagine how the world will change,” she meditated.
“Onchain” is the way L’Oréal explains its vision of beauty in Web3.
“We firmly believe that the beauty of the future is physical, digital, and virtual,” Duvey said. “Therefore, there are different realities, and different utilities determine what that reality is. The journey of beauty will continue to evolve.”
She foresaw the enormous creative energy that accompanies it.
L’Oréal lays the foundation for beauty on the chain, with the game acting as a powerful starting point, especially since about 45% of the approximately 3 billion gamers are women.
“How do you get involved with the community and where do you start getting new viewers?” Dubay said. “Then there is the issue of a new immersive experience.”
The beauty of L’Oreal’s chain is the Metaverse brand mapping because it is rooted in and embedded in the DNA of the Group’s brand.
“From there, we see everything in the prism of the community, because beauty is so social in nature,” she said. “And if this is about the new creator economy, what is the community prism for on-chain beauty?”
At the same time, immersive beauty is moving from 2D to 3D, especially with the advent of computing technology and 5G connectivity.
“We are focusing on a new visual code of beauty,” Duvey said. “How does beauty manifest itself?”
It could be like an avatar with a futuristic, co-created look or Web3 brand experience. For example, NYX Professional Makeup has gained a lot of support on Instagram on Web2 and is becoming a “creator’s record label” on Web3.
“It means more 3D creation, more immersive creation, and a stronger status for these creators who own their own creation, look, and beauty,” Duvey said.
Yves Saint Laurent Beaute will drop some social tokens for Vivatech visitors.
Dubey calls Mugler a Metaverse native brand with the tagline “The real world isn’t enough.”
“They focus on earning from play, bringing in collectibles and a vision of future beauty,” she said. “And they will make consumers loyal in it.
“Testing, learning and playing are all,” Dubey added about the next generation of activation of the Web. Some of them will be published on VivaTech.
Building ecosystems and partnerships is key to this. This applies not only to Big Tech, but also to new Web3 players such as the major NFT marketplace OpenSea. L’Oréal also partners with startups such as Animaze and Impact +. Longer-time partners Breezo Meter and Sleep Score Lab will also be joining Viva Tech.
“This kind of new collaboration will be the future of how to provide consumers with data that will help them not only understand wrinkles and pores, but also a thorough understanding of how to build programs. “I feel. Future skin health,” said Gibb Baruch, head of the Loreal Tech Incubator, in another interview.
In the case of VivaTech, L’Oréal’s digital and technical teams have worked together to “serve the goal of understanding the future of beauty. OtoOtoO,” said Balooch. “We are building a powerful story centered around online and offline.”
To showcase the future of customization, for example, YSL Beaute’s Rouge Sur Major, AI-powered lip color personalization technology at home.
“We’ve started adding new features to Perso, and now we can share trends,” says Balooch. “It’s a way to generate almost microinfluence, even if it’s inside. [one’s] Unique community — To be able to create trends in real time. “
L’Oréal will be exhibiting the future of O Plus O Diagnosis on Vivatech, including the Lancome Shade Finder for foundation matching. It can detect up to 22,500 unique skin shades and is available in stores and online in over 30 countries. Baroch called it a “comprehensive technique.”
“There is a new version online using 360 [degree] A video of your face, “he said. Lancome is also exhibiting skin screen technology.
Lancome skin screen technology
Courtesy of L’Oreal
YSL Beaute’s Scent-Sation technology will be announced at VivaTech. A headset that measures EEG, the result of a collaboration with EMOTIV, it can track a consumer’s emotional response to a scent family and make scent recommendations.
“We built an algorithm with 95% accuracy,” says Balooch.
There is L’Oreal Water Saver to explain the future hair salon that utilizes high tech. It will be deployed in 15,000 locations this year and 40,000 locations in 2023.
“This should save an average of over a billion liters of water per year in the salon and save electricity without losing the joy of washing and rinsing hair,” he said.
Lancome spotlights the Absolue Dual-LED Youth Treatment, which uses patented LED phototherapy to dispense product formulations.
SkinCeuticals Pro 1: 1 also offers free private one-on-one video consultations with professional medical estheticians.
“For us, the focus is on shaping the future of beauty,” Duvey said.
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