At VivaTech, L’Oréal focuses on AI-powered beauty and longevity

At the ninth edition of the Viva Technology trade show, running through June 14 at Porte de Versailles, French beauty giant L’Oréal unveils a series of innovations combining personalization, sustainability, and longevity.

Among the highlights is Beauty Genius by L’Oréal Paris, a personal beauty assistant powered by agentic artificial intelligence, which is now available via WhatsApp through a partnership with Meta. The tool connects instantly with consumers by leveraging the world’s most widely used messaging platform. Yves Saint Laurent Beauty’s Hyper Look Studio allows users to recreate looks sourced from a real-time social content feed.

The immersive experience also includes skin diagnostics with Cell BioPrint, a miniaturized laboratory that assesses longevity biomarkers in under five minutes. Developed in partnership with NanoEntek, the innovation enables consumers to take control of their skin health and influence their personal skin-aging trajectory.

The theme of longevity becomes strategic

Longevity now represents a strategic focus for the group. On Tuesday, June 10, L’Oréal leveraged VivaTech to host an event entirely dedicated to the topic at Visionnaire, its Paris headquarters on rue Royale. In front of about 100 journalists from 25 countries, the group outlined its holistic vision: L’Oréal Longevity Integrative Science, a scientific approach aimed at slowing the biological aging of the skin by targeting nine key factors identified through the Longevity AI Cloud. This platform analyzes around 260 biomarkers of skin longevity.

The strategy builds on three pillars: diagnostic tools, new active ingredients, and product innovations. The latest example is Lancôme Absolue Longevity Soft Cream with PDRN, a bio-stimulator patented until 2044. The range will soon expand to include dietary supplements.

At VivaTech, L’Oréal also presented Interstellar Lab’s BioPod, a vertical farming technology powered by artificial intelligence that supports resource-efficient cultivation of cosmetic ingredients. In perfumery, the group introduced Osmobloom, developed in partnership with Cosmo International Fragrances. The innovation enables a new method of extracting floral essences without degrading the plants.

L’Oréal also announced a strategic alliance with Nvidia, the leader in electronic chips for AI. “L’Oréal and its ecosystem of partners will leverage the Nvidia AI Enterprise platform to accelerate the development and deployment of AI solutions, such as large-scale 3D rendering of the group’s products,” L’Oréal said in a statement.