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L’Oréal Groupe said it is reshaping its global marketing engine with a proprietary generative AI platform that promises to ‘revolutionise’ beauty content production
L’Oréal Groupe has announced it is producing up to 50,000 images and more than 500 videos each month using internal generative artificial intelligence (AI) tools, developed in collaboration with Google Cloud.
The tools are designed to support large-scale content creation across the French beauty company’s global marketing teams.
L’Oréal is the latest beauty brand to invest in AI-generated marketing, joining the likes of Estée Lauder Companies and Unilever.
The platform, part of L’Oréal’s internal Creaitech lab, leverages Google Cloud’s Imagen 3 and Gemini models for image generation.
As well as the Veo 2 video model to automate and accelerate content production.
Teams are able to input basic prompts, such as a campaign concept or product context, and receive brand-aligned creative assets within minutes.
The system is intended to streamline marketing operations for the beauty giant and reduce reliance on external agencies.
According to the company, the platform allows teams to quickly generate campaign visuals, storyboards and product mock-ups for various markets, shortening turnaround times from weeks to days.
Antoine Castex, Group Data and AI Enterprise Architect at L’Oréal, said the system enables global customisation of assets.
“We can take the same product shot and seamlessly place it in different environments, such as a Japanese garden or a Parisian street, ensuring the visual resonates locally while staying true to brand identity,” he said.
However, L’Oréal has banned the use of AI-generated people in its marketing content.
The company said the platform is not used to create synthetic representations of faces, bodies, hair or skin, and that this policy is part of its responsible AI framework that was established in 2021.
The new tools however will be used for product visualisation and packaging design.
Teams can explore different design options for fragrance bottles, adjusting size, lighting or environmental context, before creating physical prototypes.
The company said it has improved both cost efficiency and sustainability in development processes.
Thomas Alves Machado, Global Content Director for GenAI at L’Oréal, said:“It is easier to bring to life ideas, test product pack shots in different universes and express a clearer vision to teams or partners.”
L’Oréal said the rollout of the platform includes structured workflows for environmental impact assessment, data usage limits and internal governance for AI experimentation.
The company is also focused on internal training to ensure employees use the technology within defined ethical and legal parameters.
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