The cosmetics sector raises the stakes in artificial intelligence. The American giant Estée Lauder announced this week that it has extended its strategic agreement with Microsoft to improve and strengthen its cloud structure, data analysis, and artificial intelligence capabilities as part of its strategic transformation plan.
The plan aims to improve the connection of brands, markets, and other business areas with the objective of strengthening decision-making processes and operational efficiency. The agreement focuses especially on three areas: consumer engagement, AI-based business intelligence, and automation of work processes. The company also aims to connect other product business flows in terms of design, validation, and manufacturing to accelerate the company's innovation. The unified data platform is specially designed to reduce duplicate tasks and allow different regions, brands, and sales channels to reuse the information obtained.
On the other hand, Maybelline has launched the Makeup Virtual Try-On on ChatGPT after the pilot test announced last June. This experience combines cosmetic recommendations, virtual try-on via camera or photo, and knowing who distributes the product. The demonstration published by Maybelline shows that the conversation goes from offering recommendations about lipsticks to eyeshadow, thus covering all products in the Maybelline catalog.
For now, this version is only available in the United States, and access to this ChatGPT extension is not allowed in Europe. As the company points out on its website, its use is open and free for all users, and no additional subscription to OpenAI is required. The company also states that it uses Modiface technology to simulate makeup finishes and shades as realistically as possible so that the subsequent purchase is as true to reality as possible and even adapts to the user's skin texture.
In Maybelline's case, this is the first of the points that was announced in the officialization of the agreement between OpenAI and L'Oréal last June. Another of the points still pending development and implementation involves other major brands of the French cosmetic giant: such as SkinCeuticals, CeraVe and Garnier, which participate in ChatGPT's global advertising pilot, which lays the groundwork for native AI advertising that instantly responds to consumer intent and the act of purchase.