L’Oréal has announced a partnership with Omnicom Media Group to use AI-based Appier Ad Cloud and Personalization Cloud solutions to create a personalized marketing strategy for its SkinCeuticals brand.
The company aims to improve customer engagement and enhance customer experience by creating personalized offers to incentivize shoppers.
Maggie Hui, SkinCeuticals & Kérastase e-commerce manager at L’Oréal, said: “Appier helped us accelerate AI transformation in advertising and marketing, boosting revenue while improving operational effectiveness.
“From behavior-triggered campaigns and time-sensitive offers to advanced segmentation and seamless user experiences, Appier’s technology played a crucial role in turning data insights into action.”
L’Oréal uses AI technology to identify high-value customer segments, enhance the ad-efficiency, and deliver personalized insights about consumer engagement.
Additionally, the Personalization Cloud uses technology to identify inactive shoppers and offer personalized incentives that align with the company’s goals for its profit margins.
According to the statement, the initiatives resulted in higher engagement rates during the slowdown season and were a successful part of the company’s business strategy, which aims to promote growth and profitability.
The beauty giant has been leveraging AI and recently deployed AI technology to help streamline and speed up its marketing campaigns.
Thomas Alves Machado, L’Oréal’s gen AI global content director, said: “Using AI technology is a very big accelerator for marketing teams.”
“Now, it’s easier to bring to life ideas and generate new concepts, create storyboards, or test product pack shots in different universes, to express a clearer vision to internal teams or partners and, therefore, save time and back-and-forth.”
It joins a growing list of retailers in the US investing in AI technology.
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