Retail and wholesale | L’Oréal Chile

L’Oréal Chile leverages the

Client profile
L’Oréal Paris is a leading international
cosmetics brand. The company’s Working with NTT DATA was
purpose is to make the best luxury
beauty products available and remarkable. First, because they were
accessible to everyone. L’Oréal’s range
of products include makeup, skincare, committed to the project to the point
haircare and hair color. Founded 110
of understanding exactly what we
years ago and driven by constant
innovation, the brand is a pioneer in needed, and second, because they
many respects. For example, it has led
the way in women’s empowerment provided us with a solution that
since the launch of its slogan, “Because
I’m worth it”, in 1971 and ceased
evolved to what it is today.
animal testing in 1989, 14 years before Arturo Pérez Wong, General Manager CPD CERAN, L’Oréal Chile
this was mandatory.

Business need
• Drive greater engagement with customers

Why NTT DATA? • Interact better with customers on social media

• Innovative, customer-led approach • Leverage latest technologies as part of digital transformation strategy

• Access to global skills in the use Solution

Outcomes
• Engage customers in smarter and more effective ways
• Leverage large amounts of data to deliver ever better insights
• Sharing of industry expertise between L’Oréal and NTT DATA

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Business need • What should I wear for a job interview if I don’t like to wear
a lot of makeup?
Taking customer engagement to a new level
• Which makeup tips and tools should I consider for a
L’Oréal Chile wanted to drive deeper and more meaningful
costume party?
engagement with customers. They noticed consumers were
With the ability to understand nuanced contexts, Lore
more open to considering products and making purchasing
can provide accurate and highly personalized advice
decisions when using platforms such as WhatsApp and
on makeup and skincare – and goes a step further by
Instagram. To capture this rich social-commerce opportunity,
recommending products that are customized to each
NTT DATA combined the capabilities of Syntphony, our
customer’s needs and circumstances, ensuring a seamless
conversational AI platform, with the power of Azure
and intuitive shopping experience. A straightforward
OpenAI generative AI technology to create Lore: a virtual
interface significantly reduces user resistance: customer
assistant that offers customers beauty and makeup advice
adoption of Lore has been impressive.
and recommendations. Lore has revolutionized L’Oréal’s
social-commerce strategy and is an essential tool in their For L’Oréal Chile, this opens the door to having millions
digital transformation. This pioneering development has of insightful one-on-one conversations with current and
demonstrated how companies can revolutionize the way they potential customers across the country.
communicate and engage with their customers through AI.
Outcomes
Solution Obsessed with consumer engagement
From simple answers to personalized advice: “We’re obsessed with raising awareness of our brands,
a constantly evolving solution gaining penetration and, above all, generating consumer

The first step on this cocreation journey was to create a bot engagement,” emphasizes Wong. By collecting valuable data

that could answer customers’ queries and allow them to shop from consumer conversations, Lore has functioned
on the virtual channel at the same time – and in real time. as a catalyst for L’Oréal Chile.

Then, the emergence of GenAI made it possible to take In its interactions with customers, Lore gathers a large
an exponential leap forward by building on the concept of amount of data that will fuel the model to understand users
the “digital human”. Azure OpenAI technologies enhanced better, generate tailored and low-intrusive actions, and
the skills of the original bot and generated additional provide better answers, helping consumers with their needs
benefits, such as a significant reduction in training time in an even more precise way.
compared to previous models. Furthermore, Azure OpenAI “It’s fascinating to witness consumers’ satisfaction when
services guarantee the protection and security of data, they receive recommendations from Lore and realize this
giving consumers confidence and trust that their personal is exactly what they’ve been looking for and they can buy it
information is not at risk when they use the tool. immediately. And then, after being delivered on time, that
“The Lore project led us to think about how these the product does exactly what was promised,” says Wong.
technologies could improve our business and how we should This collaborative project demonstrates how an experienced
focus on what language to use,” says Francisca Unda, Key technology partner with extensive knowledge of market
Account Manager at L’Oréal Chile. “It started as a dream, and trends is essential to not just adopting emerging
now we have a humanized solution allowing customers to get technologies but turning them into business value.
the best of two worlds: beauty and technology.”
The power of Syntphony
A world of conversations Syntphony eva helps companies create, deploy and manage
Lore interacts seamlessly on WhatsApp and Instagram and virtual agents across different digital channels, swiftly,
answers context-specific questions – in natural language – while optimizing costs. The platform makes the most of AI’s
such as: ability to craft original and personalized responses while
addressing numerous technical and infrastructure issues.
• How should I do my makeup for a wedding if my dress
Syntphony also encompasses an orchestrator as part of its
looks like this?
capabilities, ensuring that everything flows seamlessly in
existing systems.

Learn more about Syntphony eva

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