Measuring your brain waves will help you choose the right perfume

Two places in the Paris Porte de Versailles hall stood out for the interest and involvement of visitors. There were queues at the points where you could discover and try new technologies, or you had to make an appointment. Who had such an advanced innovative offer? Two beauty and luxury brands – L’Oréal and LVMH.

L’Oréal President Nicolas Hieronumus argued that the cosmetics industry is already driven by technology and that this is just the beginning. The advanced use of data and partnerships with startups enrich the knowledge of company scientists. Thanks to them, L’Oréal is able to better understand the structure and behavior of the skin, the influence of lifestyle or the quality of sleep on the skin and hair, and to measure the influence solar radiation.


L’Oréal President Nicolas Hieronumus argued that the cosmetics industry is already driven by technology and that this is just the beginning. | Photo Material partner

– Close cooperation with startups allows a company with huge traditions in the industry to quickly adapt to the changing world. Consumers and consumers are increasingly demanding, and thanks to L’Oréal technology, it is able to constantly improve and adapt experiences and build brand relationships with recipients. The Lancôme brand gives you the opportunity to check what our skin tone is and match it to one of 72,000 foundation colors. This shows that the brand can be for everyone in a world where we talk more and more about diversity. Another example is the collaboration with the Swiss startup Gjosa. It has been used to create a solution for washing heads in hairdressing salons, which will save 60% of the water used so far – explains Marta Zuska, head of NextTechNow at Publicis Groupe Polska.

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