Combining Real-Time Weather Signals with AI for The L’Oreal Group Pushing Personalization with Seamless Creative
Consumers often don’t understand how the environment affects their skin and therefore don’t see the need for a skin analysis – especially not via digital consultation. Yet, consumers expect to be approached by brands with relevant information about what skincare products they need.
L’Oréal wanted to explore a way to increase their ad effectiveness by adding this level of personalization to better educate consumers on skincare, provide valuable insights of the effect of the environment on their skin, and convince them to take further action with L’Oréal (Vichy).
In essence, L’Oréal sought out to build the ultimate skin care personalization machine, using first-party data and AI as the backbone for tech that emulates human advice. Using a GEO-location DCO strategy combined with Seamless Creative (Incubeta’s bespoke ad personalization platform) we simplified campaign setup by compiling unlimited dynamic creative variants.
Ads are personalized at LI level, providing appropriate key visuals and ad copy, triggered by real-time UV, Air Quality, and Pollution Indexes, extracted via API to achieve the most effective results.
By using Seamless Creative we could integrate custom ad layouts, using modular methods, designed especially for L’Oréal. This significantly sped up the creation and delivery process from months to days empowering L’Oréal to deliver a wide variety of sophisticated digital ad strategies. This solution provided L’Oréal with the benefits of dynamic creative strategies and smart-localization, ultimately improving their customer journey with a focus on targeted insights and relevant product information.