Using AI On Selfies, L'Oreal Personalizes Wrinkle Remedies

L’Oréal is taking its tech skills to the next level, offering a digital skin diagnostic based on people’s selfies.

The beauty giant, which recently bought AR beauty company ModiFace, says its artificial intelligence is based on 15 years of research, training its algorithm on more than 6,000 clinical images.

It included more than 4,500 smartphones selfies from men and women, age 20 to 80, including Asian, Caucasian and Afro-American, in four different lighting conditions, to make its analyses more accurate.

L’Oréal says the results even account for different facial expressions and photo conditions.

The algorithm evaluates seven signs of aging, including under-eye wrinkles, lack of firmness and radiance, fine lines, dark spots and deep wrinkles. An analysis provides a skin aging matrix, along with product recommendations.



The company claims the resulting Skin Aging Atlases “are the first exhaustive atlases of facial aging,” able to evaluate and predict how people will age, and recommend the best products to slow the process.

The first product using the technology is Vichy SkinConsultAI. Launched in Canada last month, it is rolling out worldwide this year.

The new initiative follows plenty of other digital efforts from L’Oréal, including augmented-reality apps that let people experiment with makeup and hair color and skin sensors to track sun exposure. Earlier this year, the company introduced a sensor that monitors skin pH, something else it claims is a first.

The Paris-based company recently announced its strongest annual sales gains in more than 10 years, up 7.1%.

And while makeup and hair products are an important part of its mix, it says that consumer demand for skincare brands is especially strong, with double-digit growth. In consumer products, Revitalift Filler by L'Oréal Paris, Garnier tissue masks and Men Expert skincare were strong sellers. And in its luxe division, skincare performance is also driving gains at Lancôme, especially with the Génifique and Absolue lines.

And skincare is also powering 12% gains in the company’s active cosmetics division, with La Roche-Posay gaining on anti-wrinkle innovation Hyalu B5 and Vichy powered by Minéral 89.

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