Client profile
L’Oréal Paris is a leading international cosmetics brand. The company’s purpose is to make the best luxury beauty products available and accessible to everyone. L’Oréal’s range of products include makeup, skincare, haircare and hair color. Founded 110 years ago and driven by constant innovation, the brand is a pioneer in many respects. For example, it has led the way in women’s empowerment since the launch of its slogan, “Because I’m worth it”, in 1971 and ceased animal testing in 1989, 14 years before this was mandatory.
Business need
Taking customer engagement to a new level
L’Oréal Chile wanted to drive deeper and more meaningful engagement with customers. They noticed consumers were more open to considering products and making purchasing decisions when using platforms such as WhatsApp and Instagram. To capture this rich social-commerce opportunity, NTT DATA combined the capabilities of Syntphony, our conversational AI platform, with the power of Azure OpenAI generative AI technology to create Lore: a virtual assistant that offers customers beauty and makeup advice and recommendations. Lore has revolutionized L’Oréal’s social-commerce strategy and is an essential tool in their digital transformation. This pioneering development has demonstrated how companies can revolutionize the way they communicate and engage with their customers through AI.
Solution
From simple answers to personalized advice: a constantly evolving solution
The first step on this cocreation journey was to create a bot that could answer customers’ queries and allow them to shop on the virtual channel at the same time – and in real time.
Then, the emergence of GenAI made it possible to take an exponential leap forward by building on the concept of the “digital human”. Azure OpenAI technologies enhanced the skills of the original bot and generated additional benefits, such as a significant reduction in training time compared to previous models. Furthermore, Azure OpenAI services guarantee the protection and security of data, giving consumers confidence and trust that their personal information is not at risk when they use the tool.
“The Lore project led us to think about how these technologies could improve our business and how we should focus on what language to use,” says Francisca Unda, Key Account Manager at L’Oréal Chile. “It started as a dream, and now we have a humanized solution allowing customers to get the best of two worlds: beauty and technology.”
A world of conversations
Lore interacts seamlessly on WhatsApp and Instagram and answers context-specific questions – in natural language – such as:
- How should I do my makeup for a wedding if my dress looks like this?
- What should I wear for a job interview if I don’t like to wear a lot of makeup?
- Which makeup tips and tools should I consider for a costume party?
With the ability to understand nuanced contexts, Lore can provide accurate and highly personalized advice on makeup and skincare – and goes a step further by recommending products that are customized to each customer’s needs and circumstances, ensuring a seamless and intuitive shopping experience. A straightforward interface significantly reduces user resistance: customer adoption of Lore has been impressive.
For L’Oréal Chile, this opens the door to having millions of insightful one-on-one conversations with current and potential customers across the country.
Outcomes
Obsessed with consumer engagement
“We’re obsessed with raising awareness of our brands, gaining penetration and, above all, generating consumer engagement,” emphasizes Wong. By collecting valuable data from consumer conversations, Lore has functioned as a catalyst for L’Oréal Chile to.
In its interactions with customers, Lore gathers a large amount of data that will fuel the model to understand users better, generate tailored and low-intrusive actions, and provide better answers, helping consumers with their needs in an even more precise way.
“It’s fascinating to witness consumers’ satisfaction when they receive recommendations from Lore and realize this is exactly what they’ve been looking for and they can buy it immediately. And then, after being delivered on time, that the product does exactly what was promised,” says Wong.
This collaborative project demonstrates how an experienced technology partner with extensive knowledge of market trends is essential to not just adopting emerging technologies but turning them into business value.
The power of AI
Conversational AI helps companies create, deploy and manage virtual agents across different digital channels, swiftly, while optimizing costs. The platform makes the most of AI’s ability to craft original and personalized responses while addressing numerous technical and infrastructure issues. Syntphony also encompasses an orchestrator as part of its capabilities, ensuring that everything flows seamlessly in existing systems.
Working with NTT DATA was remarkable. First, because they were committed to the project to the point of understanding exactly what we needed, and second, because they provided us with a solution that evolved to what it is today
More Information
To learn more about how Employee Communications can help your organization, contact your NTT DATA representative or visit: es.nttdata.es
Why Syntphony?
Syntphony is the result of the combined work of NTT DATA’s best and most diverse business and development talents, with a deep knowledge of each industry, consistently aligned in the creation of business technological products.
We analyse our clients’ use cases; we form the perfect orchestra to achieve their objectives and we add all the value of our consultancy with the best of our products to create unique and personalised solutions; solutions that sound like a symphony to our customers.
We want to hear from you
We want to help you generate the best solutions to grow your business. Let us know and we will arrange a demo so you can experience how our Syntphony ecosystem of products works.