THE WHAT? L’Oréal is working to appeal to online shoppers the GCC-over, with personalised digital experiences such as try-on facilities and virtual consultations, according to a report published by the Khaleej Times.

THE DETAILS The French beauty giant is using artificial intelligence and augmented reality to reinvent and elevate the beauty experience for consumers in the region as well as provide personalized advice.

THE WHY? Mehdi Moutaoukil, Chief Marketing Officer, L’Oréal Middle East, told the Khaleej Times, “We have developed long-standing strategic partnerships with key players in the market to grow the e-beauty category and elevate the consumer experience. Today, all our brands are available online on key e-commerce websites such as Noon, Amazon, Namshi, Ounass, Sephora, Lookfantastic, Basharacare Boutiquaat and others. We are also collaborating closely with these players to create interactive beauty destinations for shoppers to allow them to discover, try and purchase the products they love.”