L’Oréal: Scaling GenAI with Product Accuracy

L’Oréal pairs the creative possibilities of GenAI with Omi’s photorealistic Digital Twins, helping teams scale content globally while maintaining product fidelity and brand quality.

The Challenge

L’Oréal needed to meet growing demand for product visuals across brands, markets and channels. Traditional production workflows were struggling to keep pace with the volume and variety of content required:

• In-house eCommerce shoots were difficult to book and produced limited output

• Social media required a growing volume of fresh content

• Campaign assets were not easily adapted across geographies

• Internal teams needed visuals for leadership presentations and product launches

• Email marketing required a steady stream of new content

• Global production costs were rising as local markets sought greater independence

The scale and diversity of L’Oréal’s portfolio added another layer of complexity. Each brand has its own creative identity and visual environments, making consistent quality essential as content production expands.

"We have iconic brands at L'Oréal, and they're all different, each with very different creative environments. What matters to us is being able to bring all these creative worlds online and ensure the quality always meets expectations."

- Thomas Alves Machado, GenAI Content Global Director

GenAI opened up new possibilities for creating backgrounds and brand environments at speed. But it could not reliably reproduce the real products meant to appear within them. For L’Oréal, scaling GenAI content depended on maintaining product accuracy.

The Solution: A More Flexible Model for Creative Production

L’Oréal adopted Omi’s Digital Twin technology to create pixel-perfect 3D models of its products, capturing every detail from packaging textures to label finishes.

Once created, the Digital Twins could be used across L’Oréal’s content workflows and combined with the backgrounds and brand environments created using GenAI. Teams could control product positioning, adjust lighting and angles, produce images and videos, and apply brand-approved presets for visual consistency.

“What’s interesting for us about Omi is the digitalization technique for our product packs and the high-quality rendering. It’s very important because it’s what allowed us to easily integrate it into our team workflows.”

This gave L’Oréal a faster and more flexible way to produce content without the logistics associated with traditional shoots.

“No logistics, no studio, no ordering props, no equipment.”

Solving AI’s Product Accuracy Problem

Adobe Firefly gave L’Oréal new ways to create branded backgrounds and creative environments using GenAI. What it could not provide on its own was an accurate representation of the real product.

L’Oréal solved this by combining Adobe Firefly with Omi. Firefly was used to create the backgrounds and environments, while Omi’s Digital Twins provided perfect 3D renderings of the products. The two could then be brought together without introducing GenAI reproduction errors.

This allowed L’Oréal to explore a wider range of creative possibilities with GenAI while protecting the integrity of the products featured in the final content.

“Today, with Omi, we're able to use Digital Twins, perfect 3D renderings of our products, without any Gen AI reproduction errors. And what's valuable for us is the ability to combine them with backgrounds and all the environments we can create using Gen AI for our brands.”

The value lies in the combination: GenAI expands what teams can create around the product, while the Digital Twin preserves the product itself.

Scaling Content Across Teams and Markets

With Omi, L’Oréal can produce high-quality product renders in just two days, enabling local teams to become fully autonomous in adapting content.

“In just two days, we can produce high-quality renders that enable local teams to be fully autonomous in adapting the content. This allows us to streamline the production.”

The approach also makes high-quality content production accessible beyond 3D specialists. Designers and creatives can work with the products directly, simplifying the process and reducing the number of people involved.

“We save time but also simplify how many people are involved in the process. We can now work with people who are not 3D experts but designers and creatives. So it really allows us to democratize large-scale content production.”

Teams retain control over product positioning and can apply each brand’s creative environments across product lines and touchpoints.

“A key strength of Omi is that it allows us to control product positioning, to easily apply all our creative environments across all product lines and supply content to all our touchpoints.”

Most importantly, greater speed and flexibility do not come at the expense of visual quality.

“Above all, Omi delivers high-quality results, just like a real photo. It enables us to create much more visually appealing content online for our audiences.”

The Results

Omi gave L’Oréal the flexibility and speed to meet the content demands of a global brand:

• Content production scaled to support high-volume demand

• Photorealistic renders delivered in just two days

• Designers and creatives without 3D expertise able to produce visuals

• Local teams fully autonomous in adapting content

• GenAI used without compromising product fidelity

What’s Next

L’Oréal is now expanding its use of Omi across other core businesses, regions and countries as it continues to accelerate the transformation of its content production.

“I see a great collaboration ahead with Omi. We’re now going to work with other core businesses within L’Oréal, with new zones and countries, as we continue to move forward and accelerate transformation.”

GenAI, with product accuracy built in.

Bring accurate products into GenAI workflows and scale brand content with confidence.