L’Oréal is making waves at Viva Technology 2025 in Paris, unveiling its largest and most advanced lineup of tech-powered beauty innovations to date. This year marks the ninth consecutive year of L’Oréal’s participation in the event, where the beauty giant is showcasing its forward-thinking vision: a world where aging is decoded, fragrance is captured from thin air, and makeup trends evolve in real time through generative AI.
At its 2025 booth, L’Oréal highlights its emerging categories in longevity science, vertical farming, agentic AI, and immersive content creation, underscoring its leadership at the intersection of biotech, beauty, and digital innovation.
Revolutionizing Aging with Longevity Science
One of the standout innovations is the L’Oréal Longevity Integrative Science initiative, which moves beyond treating the signs of aging to targeting the biological causes at their root. Powered by the proprietary Longevity AI Cloud, L’Oréal’s new “Wheel of Longevity” decodes nine hallmarks of aging, helping to extend the skin’s cellular health span.
In partnership with NanoEntek, L’Oréal also introduced Lancôme Cell BioPrint, a portable device that provides real-time insights into the skin’s aging process—marking a first in longevity diagnostics. The Rénergie Nano-Resurfacer 400 Booster, a high-performance at-home skincare device, further enhances ingredient delivery through nanochip technology for clinical-grade results.
Sustainability Meets Innovation: Vertical Farming and AI Fragrance
L’Oréal’s focus on sustainability is equally strong, debuting vertical farming systems developed with Interstellar Lab. These systems use AI to optimize crop growth while minimizing water and energy usage.
Also on display is Osmobloom, an air-capture fragrance technology developed with Cosmo International Fragrances. Osmobloom extracts scent molecules from living flowers without harming them, enabling high-end fragrance releases like Valentino Beauty’s Private Talk.
Further enhancing sustainability is AirLight Pro, co-created with Zuvi. This energy-efficient hair dryer, powered by infrared technology, promises faster drying and better hydration with a significantly lower environmental footprint.
AI-Powered Beauty Services: From Coaching to Messaging
Consumer services powered by AI are another key highlight. L’Oréal Paris Beauty Genius, developed with Meta, offers AI-driven beauty advice through WhatsApp, making personalized beauty recommendations accessible in real time.
La Roche-Posay is also advancing acne care with Spotscan+Coach, a combination of AI skin analysis and personalized routines, supported by mental health resources from the Calm app.
A major announcement at this year’s showcase was L’Oréal’s strategic collaboration with NVIDIA. Together, they launched CREAITECH, L’Oréal’s internal AI lab. Powered by NVIDIA AI Enterprise, CREAITECH accelerates the creation of photorealistic 3D renderings and creative campaign assets, slashing production timelines from weeks to days.
AI, Beauty, and Business Impact
L’Oréal’s AI investments have already shown measurable business results, including a 400% increase in conversions for brands like SkinCeuticals, a 70% in-store conversion rate after AI diagnostics, and a 30-40% boost in ad ROI.
L’Oréal’s tech-forward approach also extends to its customer service with Agentic Consumer Care, developed in partnership with Salesforce. This system uses AI to augment care agents’ capabilities, ensuring more empathetic and efficient customer service.
YSL Beauty: Merging Creativity with Culture
On the creative front, YSL Beauty Hyper Look Studio blends real-time social media trends with virtual try-ons, allowing users to embody popular looks through AI-powered transformations.
Additionally, CREAITECH allows L’Oréal’s marketing teams to generate hyperlocalized content at scale, working with major partners like Google, Adobe, and Omi AI to create thousands of tailored images and videos.
“This 2025 edition is L’Oréal’s boldest VivaTech yet,” said Barbara Lavernos, Deputy CEO of L’Oréal, in a company press release. “From longevity to creativity, these innovations redefine what beauty means in an AI-powered world.”
By integrating NVIDIA’s AI infrastructure into product development, content creation, and consumer experience, L’Oréal is not only keeping up with digital transformation but also setting new standards for beauty in the intelligent age.
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