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Up Close With L’Oréal at SXSW

Beauty giant L’Oréal is turning to tech to bring more personalized potential to its skin-care business.
Guive Balooch, global vice president of the beauty brand’s Technology Incubator team, was in Austin at South by Southwest, sitting on an artificial intelligence panel and showing off the company’s latest hardware — a countertop machine that uses wireless Near Field Communication and a centrifuge-like component capable of producing individualized skin-care formulations.
On Friday, Balooch joined Reveal’s Megan Berry and Tony Pinville from Heuritech in a panel discussion titled, “AI: Transforming Luxury, Fashion and Beauty.” The biggest takeaway from the session: Technology’s influence on retail lands at every level, from inventory management in the back end to customer engagement out in front — or online — and all the data points in between.
For L’Oréal, innovation demands strategic thinking — and a smart approach to partnerships.
“I couldn’t do anything I’ve done today without partnering with startups and entrepreneurs outside,” he said on the panel. “We know the science of beauty, and we know how to translate technology into what’s relevant. But we’re not necessarily the only people that have that core intellectual property in technology.”
That openness leads to opportunity: “A lot of times, we’ll see a really cool

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