From social listening to e-seeing: Using social media to understand the beauty evolution through influencers

Estefanía Yagüez Lorenzo, Alberto Rodríguez Romo and Víctor Gil

Shows how L’Oréal Spain, the personal care company, evolved from a classic social listening practice to image-based analytics by developing its AI and machine-learning techniques.

1. Introduction

The following report shows how L'Oreal Spain evolved from a classic social listeningpractice, based on text interpretation, to image-based analytics by developing AI existing algorithms with machine-learning techniques. Discovering how fast the evolution has been in an environment where text is obsolete and image is king, forced us to push our technological boundaries to better understand the key agents in the beauty social ecosystem: influencers, brands and of course, our consumers. In addition, we have learned how the relevant insights that were detected helped L'Oreal Spain to be closer to our customers, learn from them and...

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