L'Oreal's Chief Digital Marketing Officer, Asmita Dubey, recently won the Global Marketer of the Year award. She uses data to drive L'Oreal's marketing success, focusing on measuring everything to keep up with the changing digital landscape.
Dubey believes that combining creativity and technology is crucial for modern marketers. She points to innovative campaigns that blend traditional marketing with cutting-edge technology, such as 3D and CGI effects in Maybelline ads.
Beauty tech is a major focus for Dubey, with L'Oreal developing AI-powered tools like Beauty Genius, a virtual makeup try-on, and Skin Genius, a personalized skincare assistant. These tools are already used by millions of people and are being expanded to more platforms.
Dubey's experience in India and China has shown her the potential of social commerce, with platforms like WhatsApp and TikTok becoming important sales channels. However, traditional media like TV ads still have a strong impact.
Sustainability is also a priority for Dubey, with L'Oreal using software to measure the carbon footprint of digital campaigns and exploring ways to measure emissions at data centers.
While data is essential, Dubey still values human intuition and creative risk-taking in decision-making. The key is to constantly improve the quality of data for better decision-making.
Dubey also emphasizes ethical considerations in AI, ensuring that AI-generated content is inclusive and free of bias. L'Oreal has strict guidelines for using AI responsibly, especially in representing product benefits.
L'Oreal is leading the way in virtual reality beauty experiences, partnering with Ready Player Me to offer hair and makeup styling for video game avatars. This initiative aims to engage Gen Z consumers and build brand loyalty.
Dubey is ambitious and has many plans for the future, including exploring virtual reality marketing and potentially even pursuing a career in politics. She's only 50, after all!