In light of the sophistication of e-commerce, L’Oréal is confronting an increase in content demands. Brands are attempting to decipher all of this in real time in order to match customer requests. This implies they can no longer have big, gorgeous images at the top of the product information page. L’Oreal has 2.2 million assets for 35 brands and over 10 million services that it offers to customers. It examines its consumers’ journey across numerous channels in order to engage with its diversified client base. Live streaming is the most popular solution today, which L’Oréal works on for hours for its Asian customers. According to Anne Guichard, L’Oréal’s global director of digital, the company’s ambition for the future is predictability and immersion. Predictability is offering the proper product to consumers by learning as much as possible about skin and hair ageing mechanisms. YSL Beauty invented Scent-Sation, an in-store experience that uses emotions to deliver personalised scent suggestions for immersion.

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