L’Oréal Groupe deployed Google’s Imagen 3 and Gemini multimodal models as part of its generative AI beauty content lab, dubbed Creaitech. L’Oréal Groupe has announced it is producing up to 50,000 images and more than 500 videos each month using internal generative artificial intelligence tools, developed in collaboration with Google Cloud.
Key Capabilities and Use Cases:
L’Oréal’s marketing teams use generative AI to create new concepts, storyboards, packaging redesigns and to test product pack shots in various locations. The company’s CREAITECH lab is harnessing advanced AI tools to produce localized visuals and animated content tailored for digital platforms such as TikTok and Instagram, with this transition expediting its marketing production from previously taking weeks down to a matter of hours.
Ethical Guidelines:
When making AI-generated content, L’Oréal said it has decided not to use the tech to create images of people for marketing campaigns or external communications, including refraining from creating “life-like” face, body, hair and skin images.
2026 Marketing Strategy:
The L’Oreal influencer marketing strategy took a different turn by focusing on mass engagement through Kyra, a virtual creator known for her high-fashion aesthetic, generating 100 million views and a 5% engagement rate. This approach demonstrates L’Oréal’s shift toward AI-driven and scalable content strategies.