{"id":151019,"date":"2026-07-02T10:42:16","date_gmt":"2026-07-02T08:42:16","guid":{"rendered":"https:\/\/www.retaildetail.be\/?p=151019"},"modified":"2026-07-02T10:42:17","modified_gmt":"2026-07-02T08:42:17","slug":"loreal-et-openai-rendent-la-beaute-artificielle-et-intelligente","status":"publish","type":"post","link":"https:\/\/www.retaildetail.be\/fr\/news\/beaute-soins\/loreal-et-openai-rendent-la-beaute-artificielle-et-intelligente\/","title":{"rendered":"L\u2019Or\u00e9al et OpenAI rendent la beaut\u00e9 artificielle et intelligente"},"content":{"rendered":"\n

L\u2019Or\u00e9al <\/strong>et le g\u00e9ant de l\u2019IA OpenAI <\/strong>s\u2019engagent dans une collaboration remarquable : le g\u00e9ant des cosm\u00e9tiques int\u00e8gre la technologie d\u2019OpenAI dans toutes ses activit\u00e9s cl\u00e9s, de l\u2019exp\u00e9rience client \u00e0 la recherche et au marketing. De l\u2019essai virtuel de maquillage au d\u00e9veloppement de produits : tout passe par l\u2019IA.<\/p>\n\n\n\n

ChatGPT comme canal de vente<\/h2>\n\n\n\n

L\u2019Or\u00e9al fait de ChatGPT une plateforme centrale de d\u00e9couverte et d\u2019achat de produits : sa marque filiale Maybelline New York int\u00e8gre directement son outil \u00ab Makeup Virtual Try-On \u00bb \u00e0 ChatGPT, permettant ainsi aux consommateurs d\u2019essayer des produits de maquillage en temps r\u00e9el via des conversations avec le chatbot. Des marques telles que Lanc\u00f4me, K\u00e9rastase, SkinCeuticals, CeraVe et Garnier participent \u00e9galement \u00e0 un projet pilote mondial proposant des publicit\u00e9s pilot\u00e9es par l\u2019IA au moment o\u00f9 l\u2019intention d\u2019achat se manifeste. <\/p>\n\n\n\n

Mais cela va au-del\u00e0 du simple front-end : outre le marketing, Emmanuel Marill, directeur g\u00e9n\u00e9ral pour la r\u00e9gion EMEA chez OpenAI, \u00e9voque \u00e9galement \u00ab l\u2019acc\u00e9l\u00e9ration de la recherche et de l\u2019innovation afin d\u2019aider les collaborateurs \u00e0 travailler diff\u00e9remment et de cr\u00e9er des exp\u00e9riences plus utiles et plus intuitives pour les consommateurs \u00bb.<\/p>\n\n\n\n

R\u00e9duire les co\u00fbts et acc\u00e9l\u00e9rer l\u2019innovation<\/h2>\n\n\n\n

Cette collaboration s\u2019appuie sur les succ\u00e8s ant\u00e9rieurs de L\u2019Or\u00e9al. La plateforme interne CreAItech, aliment\u00e9e par l\u2019IA g\u00e9n\u00e9rative, a d\u00e9j\u00e0 permis de r\u00e9duire les co\u00fbts de production de 40 % et de g\u00e9n\u00e9rer 50 000 ressources marketing. En 2025, L\u2019Or\u00e9al a investi 1,5 milliard d\u2019euros dans la technologie, consacrant environ 60 % de son budget publicitaire aux r\u00e9seaux sociaux payants. Avec l\u2019aide d\u2019OpenAI, L\u2019Or\u00e9al pourra d\u00e9sormais cr\u00e9er encore davantage d\u2019images et de vid\u00e9os g\u00e9n\u00e9r\u00e9es par l\u2019IA.<\/p>\n\n\n\n

Le GPT-Rosalind d\u2019OpenAI, un mod\u00e8le d\u2019IA sur mesure, aide quant \u00e0 lui L\u2019Or\u00e9al \u00e0 cartographier le microbiome cutan\u00e9 \u00e0 une \u00e9chelle sans pr\u00e9c\u00e9dent. Cela devrait d\u00e9boucher sur le d\u00e9veloppement d\u2019une nouvelle g\u00e9n\u00e9ration de produits de soins de la peau naturels et efficaces, \u00e0 commencer par La Roche-Posay. <\/p>\n\n\n\n

Priorit\u00e9 \u00e0 la G\u00e9n\u00e9ration Z et aux parfums abordables<\/h2>\n\n\n\n

Outre sa strat\u00e9gie d\u2019IA, L\u2019Or\u00e9al mise sur la demande croissante de parfums abordables aupr\u00e8s de la G\u00e9n\u00e9ration Z. La semaine derni\u00e8re, l\u2019entreprise a lanc\u00e9 une nouvelle gamme de parfums sous la marque de maquillage NYX. Ces parfums ne co\u00fbtent qu\u2019environ 15 dollars ou euros les 80 millilitres, ce qui constitue une \u00ab premi\u00e8re tentative pour p\u00e9n\u00e9trer le march\u00e9 des parfums de mani\u00e8re plus accessible et plus ludique \u00bb.<\/p>\n\n\n\n

Selon l\u2019entreprise, ces produits se vendent particuli\u00e8rement bien sur des plateformes telles que TikTok, les parfums exer\u00e7ant un \u00ab attrait \u00e9norme \u00bb sur la G\u00e9n\u00e9ration Z. Les chiffres du cabinet d\u2019\u00e9tudes Circana montrent que le march\u00e9 des parfums grand public aux \u00c9tats-Unis a effectivement progress\u00e9 de 15 % l\u2019ann\u00e9e derni\u00e8re, contre 5 % pour les parfums de luxe.<\/p>\n\n\n\n

Perspectives d\u2019avenir : l\u2019IA comme fondement<\/h2>\n\n\n\n

L\u2019Or\u00e9al a d\u00e9j\u00e0 form\u00e9 73 000 collaborateurs \u00e0 l\u2019IA g\u00e9n\u00e9rative et les a \u00e9quip\u00e9s d\u2019outils internes tels que L\u2019Or\u00e9alGPT. Avec 22 centres de recherche \u00e0 travers le monde et une \u00e9quipe de plus de 4 000 scientifiques et 8 000 experts en num\u00e9rique, en technologie et en donn\u00e9es, l\u2019entreprise vise une position de leader en tant que \u00ab Beauty Tech powerhouse \u00bb.<\/p>\n\n\n\n

La collaboration avec OpenAI marque donc une \u00e9tape importante dans la \u00ab feuille de route de l\u2019IA transformatrice \u00bb de L\u2019Or\u00e9al, qui s\u2019articule autour de trois priorit\u00e9s : am\u00e9liorer l\u2019exp\u00e9rience client, renforcer les \u00e9quipes et d\u00e9velopper les capacit\u00e9s en mati\u00e8re d\u2019IA dans l\u2019ensemble de l\u2019organisation. En 2025, L\u2019Or\u00e9al a \u00e9t\u00e9 d\u00e9sign\u00e9e \u00ab entreprise la plus innovante d\u2019Europe \u00bb par le magazine Fortune.<\/p>\n","protected":false},"excerpt":{"rendered":"

L\u2019Or\u00e9al et le g\u00e9ant de l\u2019IA OpenAI s\u2019engagent dans une collaboration remarquable : le g\u00e9ant des cosm\u00e9tiques int\u00e8gre la technologie d\u2019OpenAI dans toutes ses activit\u00e9s cl\u00e9s, de l\u2019exp\u00e9rience client \u00e0 la recherche et au marketing. De l\u2019essai virtuel de maquillage au d\u00e9veloppement de produits : tout passe par l\u2019IA.<\/p>\n","protected":false},"author":5,"featured_media":151020,"comment_status":"closed","ping_status":"closed","sticky":false,"template":"","format":"standard","meta":{"_acf_changed":false,"inline_featured_image":false,"_jetpack_memberships_contains_paid_content":false,"footnotes":""},"categories":[27,19],"tags":[1467,1531,1112],"people":[],"extra":[43],"company":[114],"topic":[462,488,1312],"region":[],"class_list":["post-151019","post","type-post","status-publish","format-standard","has-post-thumbnail","hentry","category-beaute-soins","category-schoonheid-verzorging","tag-artificiele-intelligentie","tag-intelligence-artificielle","tag-samenwerking","extra-plus","company-loreal","topic-innovation","topic-marketing","topic-partenariat"],"acf":[],"yoast_head":"\nL\u2019Or\u00e9al et OpenAI rendent la beaut\u00e9 artificielle et intelligente - RetailDetail BE<\/title>\n<meta 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