L’Oréal’s Gen AI Lab Speeds Up Beauty Content
L’Oréal has taken a bold step in streamlining its creative workflow by partnering with Google to use generative AI tools like Imagen 3, Gemini, and Veo 2. Under the umbrella of its in-house beauty content lab, “Creaitech,” the cosmetics giant is using AI to generate storyboards, packaging designs, and product visuals. By leaning on AI to create these early-stage assets, L’Oréal has cut production time from weeks to days and trimmed costs—without relying on synthetic models or people in marketing visuals.
Importantly, L’Oréal has drawn a hard ethical line: no AI-generated humans. The company refuses to use AI to depict faces, hair, skin, or bodies, sticking to brand-safe uses like animated settings or stylized backgrounds. The flexibility of AI also means localized marketing is easier than ever. A single shampoo product shot, for example, can be virtually transported from a serene Japanese garden to a bustling Parisian boulevard, all while maintaining brand integrity and cultural relevance.
Google’s multimodal tools, including the soon-to-be-expanded video and audio capabilities, are at the heart of this transformation. While others rush to AI-generate influencers, L’Oréal’s calculated restraint might just be the move that keeps it both fast and future-proof.
Read more at Retail Dive.
