Nowadays, it is undeniable that artificial intelligence (AI) is playing a key role in the world of digital marketing, since it is transforming the way enterprises interact and reach their customers. Taking into account this context, I would like to emphasize especially the beauty industry, because it has always been about personalization and emotion, and these days technology is helping companies to connect with their customers in a completely different way. A clear example of this is L’Oréal, which is a well-known beauty company that has already integrated AI technology into its marketing strategy. In fact, in a recent test carried out in the Nordic countries, the company reported a 22% increase in media efficiency and a 14% improvement in campaign effectiveness thanks to the use of AI, which proves that it is a very impactful tool in marketing performance. However, how does L’Oréal use AI in digital marketing to reach more customers and increase online sales?
To understand this better, we can look at L’Oréal’s digital strategy, which focuses on innovation and customer experience. One of the best examples is ModiFace, an AI-powered virtual try-on tool that lets users test different makeup products or hair colors through their phone or computer. This system uses facial recognition and machine learning to suggest products that best match each person’s skin tone or preferences. Thanks to this type of AI personalization, customers can discover products that suit them without even going to a store, which helps L’Oréal increase online sales and make shopping more fun and interactive.
AI in digital marketing also helps L’Oréal improve its advertising campaigns. By using AI the company is able to predict which products or messages will attract more attention from customers, which allows them to adapt or adjust their marketing campaigns and become more effective. This shows how beauty industry marketing is evolving with the help of the advancements in technology, since it helps companies in this sector to better target their customers.
All these examples show that AI is not replacing human creativity, but it is clear that it is helping to make it stronger. Indeed, marketing teams still create ideas and campaigns, but AI gives them really valuable data and tools to make their work even more effective. Furthermore, the use of AI in digital marketing allows companies like L’Oréal to understand their customers better, adjust the marketing strategy if necessary, and keep improving how they reach people.
References
- Zwieglinska, Z. (2025, June 3). L’Oréal is putting AI at the center of its global marketing strategy. Glossy. https://www.glossy.co/beauty/loreal-is-putting-ai-at-the-center-of-its-global-marketing-strategy/
- Marr, B. (2025, July 7). L’Oréal’s AI weapon could kill traditional beauty industry forever. Forbes. https://www.forbes.com/sites/bernardmarr/2025/07/07/lorals-ai-weapon-could-kill-traditional-beauty-industry-forever/