L'Oreal to Launch Beauty Services on Messenger

L'Oreal has developed a series of beauty services that will launch in the coming months on the Facebook Messenger platform.

Produced in partnership with Automat Technologies Inc., the services are based on the conviction that conversational marketing and conversational commerce, coupled with artificial intelligence, are bringing new opportunities for brands to engage in a continuous, personalized dialogue with consumers.

"We are excited to pioneer this new field of conversational commerce and artificial intelligence and continue to build services that support our products and enhance our overall consumer experience. We believe that those new Messenger-based services are truly solving consumers' pain points by leveraging the power of AI ... to build personalized relationships with them,” said L'Oreal chief digital officer Lubomira Rochet. "Automat is literally defining this new category of 'conversational marketing' and we're excited to partner with them to advance the state of the art in this new field."

The first L'Oreal service, to launch in Canada, will be a gifting service. The Beauty Gifter is an intelligent discovery and transaction bot. Its objective is to help consumers find the right gifts for friends by answering a series of contextualized questions to create a beauty profile and determine the right product mix at the right budget. 

Building upon its relationship with Automat, L'Oreal is establishing a new center of excellence for AI in Montreal. The center of excellence is expected to enable L'Oreal to quickly tap into innovation developed by Automat and other regional providers and extend its competitive advantage within the beauty category.

L’Oreal ranks 15th on CGT's list of Top 100 Consumer Goods Companies for 2016.