As a global company, L’Oréal consistently strives to maintain its relevance in local markets by leveraging digital capabilities, data, and a consumer-centric approach. The company emphasizes a diverse brand portfolio to reach different consumer segments, in line with the belief that beauty needs are diverse.
This was revealed in a guest lecture by L’Oréal Indonesia’s Chief Digital and Marketing Officer, Isabel Falco, at the School of Business and Management, Bandung Institute of Technology (SBM ITB), which highlighted L’Oréal’s vision of “Create Beauty That Moves the World” on Wednesday (December 3). Isabel explained the increasingly fragmented patterns of consumer interaction, ranging from the influence of local influencers to shopping features on digital platforms to personalized content. To manage these various touchpoints, the company stated that it maintains a consistent brand voice while adapting communication messages to suit the market context.
With the growth of social commerce on platforms like Instagram, TikTok, and YouTube, L’Oréal stated that digital platforms now serve not only as communication channels but also as levers for reach and engagement. These interactions generate millions of data points, which are said to underpin a shift from demographic-based marketing to precision media—targeting consumers with more tailored products and messages.
On the innovation front, L’Oréal has pursued its digital transformation, which began in 2010, strengthened by its Beauty Tech program and the 2018 acquisition of ModiFace. Two Beauty Tech technologies highlighted in the guest lecture were Virtual Try-On, a method for digitally trying on makeup or hair color, and SpotScan+ Coach, an AI-based skin analysis tool that evaluates facial photos and provides personalized acne treatment recommendations.
In the lecture, Isabel also introduced L’Oréal Brandstorm 2026, a global innovation challenge for young people (aged 18-30) to “Create the Future of Luxury Fragrance” by developing creative, technology-based solutions, with the chance to win mentorship, career opportunities, and an all-expenses-paid trip to a presentation in Paris.
