L’Oréal bets on ChatGPT for beauty — is AR marketing finally mainstream?

l’oréal announced a strategic partnership with openai to integrate maybelline’s augmented reality makeup try-on tool into chatgpt. the collaboration unveiled at vivatech covers consumer-facing product discovery, advertising pilots, and internal research and content production. this move allows l’oréal to capture user intent earlier in the funnel while validating chatgpt as a platform for transactional commerce. it highlights a growing trend where consumer brands leverage proprietary data to train vertical ai agents rather than relying solely on general-purpose models. the partnership likely paves the way for more luxury and retail integrations within the chatgpt ecosystem.