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Period: July 24, 2017 to August 7, 2017
Comment & Opinion or Companies, Organizations or Consumers or Controversies & Disputes or Deals, M&A, JVs, Licensing or Earnings Release or Finance, Economics, Tax or Innovation & New Ideas or Legal, Legislation, Regulation, Policy or Market News or Marketing & Advertising or Other or People & Personalities or Press Release or Products & Brands or Research, Studies, Advice or Supply Chain or Trends

L’Oréal Displays Beauty Innovations At Paris Technology Show

L’Oréal showcased its latest beauty innovations at Viva Technology Paris in June. Lancome, Kerastase, L'Oreal Paris, La Roche-Posay and L'Oreal Professionnel showed how they applied advanced digital technologies to create personalized services for consumers. The L’Oréal display area in the center of the Hall of Tech also included a startup corner highlighting partnerships with young companies in the area of human resources. Among other innovations, the company presented in Europe for the first time Lancome's Le Teint Particulier Custom Made Foundation that matches skin tone to a personalized foundation at the point of sale.

"L’Oreal presents its connected beauty innovations and partnerships with startups at Viva Technology Paris 2017 ", L’Oréal, August 03, 2017

Proper Skin Cleansing Is Apparently Not An American Talent

A national survey or 1,000 American men and women found that facial cleansing – and skin cleaning in general – is not a major skill. Eighty percent err when cleansing their face, according to the CeraVe study, which also found that: 60 percent of Americans are generally unaware of how to properly cleanse their skin; more than half use bath wash or hand soap to cleanse their face (a third use only water); and nearly two thirds (65 percent) are clueless when it comes to ingredients to look for when shopping for a facial cleanser. Sixty-three percent don't know what those ingredients are for. The survey was conducted by the makers of skincare brand CeraVe to mark National Cleanse Your Skin Week.

"National Study Reveals Up to 80 Percent of Americans Wash Their Face Incorrectly", News release, CeraVe, August 01, 2017

L’Oréal Uses Bioprinting To Create Live Skin Tissue For Cosmetics Testing

The FDA may not require it, but L’Oréal says it has ended live-animal testing of new cosmetics and has turned to alternatives such as EpiSkin, a lab-grown human flesh-like tissue available in more than 100,000 samples representing numerous ethnicities. And lately the company has partnered with biotech Organovo to apply advanced 3-D bioprinting technology (left) to create skin tissue with hair follicles. The technology would allow mass production of skin tissue for lab testing. It is not unlikely that the 3-D printed tissue will become, like EpiSkin, a profit center for L’Oréal.

"L’Oreal Grows Human Skin to Replace Animal Testing", Care2, July 08, 2017

Timely, Relevant – Very Short – Ads Are L’Oréal’s Social Media Holy Grail

Market research suggests that consumers using smartphones are swiping quickly past – i.e., ignoring – ads adapted from traditional 30-second TV spots. Enter a new ad standard, pushed by social media platforms like Facebook and Snapchat: the super short six-second spot. L’Oréal has partnered with Google on an initiative – dubbed “Media Bets” – that will analyze data on the fly on what content is currently engaging eyeballs on YouTube. L’Oréal will use the data to develop timely, relevant, responsive six-second ads to run just before videos. Company media chief Nadine McHugh says it’s all about “a value exchange with consumers” in a seriously “time-challenged environment.”

"L'Oreal is changing its ads because you have no attention span", Business Insider , June 26, 2017

Failure To Arouse Interest In The U.S. Drives L’Oréal To Pull Decléor Brand

French skincare brand Decléor, which L’Oréal acquired along with Carita from Shiseido three years ago, failed to make a dent within the professional channel in the U.S. After a year, the brand was carried at only 350 locations in the U.S., despite a brand refresh that included a new logo, new advertising and promotional materials, and a U.S. ambassador, celebrity facialist Mzia Shiman. L’Oréal pulled the plug on the aromatherapy-based face and body products in the U.S. market as of June 30.

"L’Oréal Benches Decléor Brand in the U.S.", Women’s Wear Daily, June 26, 2017

Still Not Sure How To Measure The ROI Of It All, L’Oréal Pushes On With Digital

Despite a lack of evidence that its forays into the digital world are actually paying off, L’Oréal continues to do what it can to stay current with advanced technologies. In fact, it wants to do ”even better.” The latest of these technologies is voice search – think Amazon’s Alexa and Apple’s Siri – which the company believes will account for a fifth of all online searches within 18 months. The company wants to be at the forefront of that trend, a unique opportunity to tell consumers about brands and their stories. Lurking in the background of all this, however, is the ongoing “obsession” with the ROI of digital which, the company admits, it hasn’t quite figured out how to measure.

"L’Oreal prioritises voice search as AR struggles to ‘ramp up’", Marketing Week, June 23, 2017

L’Oréal Takes An Expensive Flier On Virtual Reality Technology

L’Oréal’s Beauty Lab (left), located at the company’s year-old west-side Manhattan headquarters, serves as an experimental virtual reality center to explore a technology some industry observers call “the next frontier of fashion and beauty.” Though virtual reality has taken baby steps in fashion and cosmetics, it has yet to make significant inroads, and has had almost no impact on sales. Skeptics note that researchers aren’t even sure what to do with test data that are collected. L’Oréal, however, has invested a lot of money in its VR glasses, floor-to-ceiling VR screen, and additional 3-D modeling screens. Not so much to wow consumers, but to advance and enhance internal research.

"How L’Oreal uses virtual reality to make internal decisions at its New York HQ", Digiday, June 16, 2017

Developed by Yuri Ingultsov Software Lab.