Generally, what’s happening with AI in the beauty segment right now?

In beauty, on the whole, it’s not just now. It has been a trend that has been here for more than 10 years, which is basically touching different things around the IoT, virtual reality and virtual try-on, which are now accelerating with crypto collectibles. The Metaverse has specific parallel realities of shopping. 

What we can say is that AI was already extremely used in beauty. Around 2015, we saw a lot of connected devices in hair care and skin care. Some of them were connected brushes, some of them were a personalized way to design a product that is exactly adapted to your skin, or your hair, like sending the hair to a lab to analyze the DNA of your hair so that we can do an exact product for the hair needs. 

AI has always been used extensively in beauty, whatever the degree, including in oral care and toothbrushes, and now it’s just accelerating in different ways.

Have there been any particularly interesting technological innovations around AI recently?

You do have a big trend of virtual reality shopping experiences. You’ve seen Lancôme do a virtual reality pop-up in 2021, and virtual reality store for fragrance and now virtual try on, which is what L’Oreal bought with ModiFace. 

But what I find fascinating now for us in makeup and in color cosmetics is that there is a big territory on the Metaverse for the future where our consumers will have a full brand immersion, which we created, integrating their own avatar but not with very bad pixelization, almost real, into a parallel reality where they could play with products and experience. They could even buy products with crypto money and integrate that not only into gaming but in a second life with this augmented reality.