The experience blurs the line between digital expression and beauty artistry. Behind the scenes, L'Oréal's CREAITECH lab (now enhanced through its partnership with NVIDIA) empowers marketers to generate thousands of hyperlocalized images, texts, and videos through a modular AI content engine, built in collaboration with Google, Adobe, and Omi AI. "This 2025 edition is L'Oréal's boldest VivaTech yet," said Barbara Lavernos, Deputy CEO of L'Oréal in charge of Research, Innovation, and Technology, in a company press release. "From longevity to creativity, these innovations redefine what beauty means in an AI-powered world." By integrating NVIDIA's AI infrastructure across product development, content creation, and consumer experience, L'Oréal is not just keeping pace with digital transformation; it's setting the bar for what beauty in the intelligent age can look like.