---
title: L’Oréal prioritizes consistency over volume in digital marketing
url: https://www.elseif.net/loreal-prioritizes-consistency-over-volume-in-digital-marketing
published: 2026-10-15T15:03:25+00:00
language: en
section: Models
source: https://www.lemagit.fr/etude/Marketing-Digital-LOreal-demande-a-lIA-de-la-coherence-pas-du-volume
organizations: L’Oréal, IBM
publisher: elseif
---

# L’Oréal prioritizes consistency over volume in digital marketing

L’Oréal has emphasized the importance of consistency over quantity in its approach to digital marketing and artificial intelligence, as stated by Anne Machet, Global Head of Content & Entertainment and DMI Transformation Lead, during an event hosted by Adobe. She pointed out that the company has continuously had to reinvent itself in response to evolving technologies, including the rise of e-commerce and social media.

Machet highlighted that L’Oréal’s marketing strategy has shifted significantly over the past 25 years. Initially, the company operated under a vertical model where global brands developed products and campaigns, while local markets adapted them. However, this model has transformed as consumer preferences have shifted towards more personalized content across various channels, such as TikTok. The company now recognizes the potential risk of inconsistency at each stage of content creation.

To address these challenges, L’Oréal has implemented its "Brand Frames," which provide a clear identity for each brand, ensuring that content creators remain aligned with brand values and messaging. This restructuring aims to integrate artificial intelligence into the content creation process while maintaining coherence across different markets.

Machet stated that the focus should not be on producing more content but rather on creating the right content that is on-brand, on-time, and on-cost. She stressed that content that fails to resonate with audiences should not be produced at all, emphasizing the importance of adoption, engagement, and return on investment as key performance indicators, regardless of the use of AI.

Regarding the creative process, Machet clarified that the initial version of any content, referred to as V1, is always created by humans. She noted that while AI could significantly enhance the development of subsequent versions, the foundational creative work remains a human responsibility. This reflects L’Oréal’s commitment to ensuring that human creativity is at the core of its innovation efforts.

In a collaborative effort to further enhance its product formulation capabilities, L’Oréal has partnered with IBM to develop a generative artificial intelligence model aimed at optimizing cosmetic formulations. This initiative seeks to reduce the environmental impact of the cosmetics industry while improving product performance.