# L'Oréal Announces New Collaboration With OpenAI at VivaTech > Source: > Published: 2026-06-17 07:54:38.772558+00:00 # L'Oréal Announces New Collaboration With OpenAI at VivaTech WWD reports that **L'Oreal** unveiled a major collaboration with **OpenAI** at the VivaTech conference in Paris on June 17, with details delivered on-stage by Asmita Dubey, L'Oreal's chief digital and marketing officer. Per WWD, the collaboration includes L'Oreal product detail pages for thousands of U.S. products inside ChatGPT, participation in OpenAI's global ChatGPT advertising pilot (covering SkinCeuticals, CeraVe and Garnier), and a Makeup Virtual Try-On feature inside ChatGPT launching this summer with Maybelline New York. WWD also reports a research application: L'Oreal will use OpenAI's GPT-Rosalind model to analyse skin microbiomes for La Roche-Posay product development. Dubey framed the broader shift as the "11-minute paradox" -- research attributed at VivaTech to Google Analytics and eMarketer indicating that conversational AI lengthens consumer journeys rather than shortening them. ### What happened WWD reports that **L'Oreal** is unveiling a major collaboration with **OpenAI** at the VivaTech conference in Paris (June 17-20, 2026), based on on-stage remarks by Asmita Dubey, L'Oreal's chief digital and marketing officer. Per WWD, the partnership has four components: - •L'Oreal product detail pages for thousands of products in the U.S. to strengthen brand discovery inside ChatGPT - •participation in OpenAI's global ChatGPT advertising pilot with SkinCeuticals, CeraVe and Garnier - •a Makeup Virtual Try-On feature inside ChatGPT, launching this summer, starting with Maybelline New York - •a research application using OpenAI's **GPT-Rosalind** model to study skin microbiomes for La Roche-Posay product development. Dubey described a concept she called the "11-minute paradox," citing research she attributed at VivaTech to Google Analytics and eMarketer showing that conversational AI sessions lengthen consumer journeys rather than compressing them. WWD also cites usage figures Dubey referenced: ChatGPT at more than**1 billion** monthly active users, Google AI Overviews at more than**2.5 billion**, and Gemini at** 900 million** ### Technical details The collaboration emphasizes multi-modal and agentic AI capabilities rather than a single model release. For practitioners, that implies work across vision, language, and real-time context signals, including infrastructure for streaming inputs, session state management, and privacy-aware telemetry. The Virtual Try-On integration suggests computer-vision pipelines connected to ChatGPT's interface. GPT-Rosalind for microbiome research implies domain-specific model fine-tuning or retrieval-augmented generation over proprietary biology data. ### Industry context L'Oreal's pre-VivaTech press release (June 11, 2026) highlighted its CreAItech generative AI platform as powered by models from Google, Adobe and Seedance. The OpenAI announcement at VivaTech adds a separate commercial and research partnership. WWD notes public reporting frames this as part of a broader pattern of consumer brands partnering with large-model providers to embed conversational assistants across discovery, personalization, and post-purchase flows. L'Oreal also separately unveiled an NVIDIA partnership at VivaTech 2026, per BW Confidential. ### What to watch Observers should track technical deliverables -- whether integration exposes multi-modal APIs, on-device components, or server-side fine-tuning -- along with privacy and consent controls for camera/microphone inputs. Measurement approaches L'Oreal uses to validate longer conversational journeys against business KPIs will be a key indicator of whether the "11-minute paradox" framework translates into retail metrics. WWD does not quote technical specifications or timelines beyond the summer launch for Virtual Try-On, and L'Oreal has not published a technical brief. ## Scoring Rationale L'Oreal's OpenAI partnership at VivaTech is a concrete multi-component AI deployment by the world's largest beauty company -- covering product discovery in ChatGPT, a live advertising pilot, a consumer try-on feature, and domain-specific model use in R&D. This is a notable large-brand AI integration with verified specific deliverables, but it is a commercial partnership announcement rather than a technical model release or benchmark, placing it in the solid-to-notable range. Practice interview problems based on real data 1,500+ SQL & Python problems across 15 industry datasets — the exact type of data you work with. [Try 250 free problems](/problems)