During the previous year, L’Oréal has achieved tremendous advances in digital innovation, using inclusive, science-backed beauty and exploring new selling and consumer interaction possibilities on TikTok. The overarching strategy of the firm is based on a “multipolar geographical” plan. L’Oreal is investing in natural language processing to streamline its financial insight capabilities and reduce error risk, as well as a $140 million research centre in Clark, New Jersey, to focus on innovations in hair, skin, and makeup by delving deeper into the data surrounding green science and beauty tech. L’Oréal has made investments in growing areas of interest, such as the #StyleLikeAnExpert TikTok campaign, which produced 242 million video views and 191,000 entries. These initiatives are part of the company’s strategy to focus on key growth drivers such as targeting the upper half of the middle class, which is using TikTok to become more beauty informed. In addition, a specialised team of 2,000 IT and beauty professionals, as well as 800 data analysts, has been developed to explore new horizons and enhance digital leadership.

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