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Olivier Guyot

Published June 17, 2026

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L'Oréal announces alliance with OpenAI

Olivier Guyot

Published

June 17, 2026

L’Oréal ...

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Olivier Guyot

Published June 17, 2026

Reading time

3 minutes

Download

Text size

L'Oréal announces alliance with OpenAI

Olivier Guyot

Published

June 17, 2026

L’Oréal is taking the plunge into artificial intelligence with OpenAI. The French cosmetics giant and the US tech company announced their partnership at the VivaTech trade show, which is being held in Paris until the end of the week.

MNY VTO x ChatGPT KV - L'Oréal

For the cosmetics group, this marks a major shift. One of the key pillars of this agreement is strengthening the presence of its brands where consumers are increasingly beginning their searches: on ChatGPT. The group says it is preparing to roll out an AI-enhanced customer journey and to usher in a new generation of agentic commerce.

Three avenues are being explored, with an agreement to “enhance the discovery of L’Oréal products on ChatGPT in the United States, using enriched signals, for brands such as

and Kérastase.”

Maybelline

will integrate virtual make-up try-on experiences directly into ChatGPT. And the explorations go further: “SkinCeuticals,

are participating in ChatGPT’s global advertising pilot, which paves the way for AI-native advertising,” the group announced.

L’Oréal thus appears to have embraced the transformation of the “Search” model, which until now has been in the hands of search engines. The French giant also seems determined to accelerate on all fronts when it comes to integrating artificial intelligence.

“At L’Oréal, we believe we can expect more from AI for our beauty consumers, for our business functions such as marketing and research, as well as for our employees,” said Asmita Dubey, chief digital and marketing officer at L’Oréal. “Our collaboration with OpenAI fundamentally supports this ambition to deliver new solutions within the beauty vertical.”

Perhaps the most notable aspect of this announcement is that L’Oréal has stated its intention to

来源: Brave/us.fashionnetwork.com

采集时间: 2026-06-17 20:16:42