How Luxury Brands Like L’Oréal Luxe Are Using AI To Redefine Beauty

The future of luxury is being rewritten and it’s happening faster than anyone expected!

In this episode, Katie Street sits down with Ekaterina Golovanova, Digital Director of Luxe at L’Oréal, to uncover how some of the world’s most iconic beauty brands are reinventing themselves in the age of AI, social selling, and shifting consumer expectations.

They cover everything:

• How AI is transforming skincare diagnostics and personalisation
• Why Gen Z is changing luxury forever
• The rise of TikTok Shop and the new wave of social commerce
• How luxury brands can stay exclusive while building inclusive communities
• The future of product discovery in a world of LLMs and AI agents

Ekaterina has worked with powerhouse brands like Lancôme, Armani, YSL, and Kiehl’s so this conversation goes deep into what luxury means today and what it will look like tomorrow.

If you care about AI, beauty, luxury, retail, or the future of marketing, this one is for you.

Don’t forget to follow for more unfiltered conversations with leaders reshaping the world of marketing and digital. Ekaterina Golovanova

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Katie Street

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Street Agency

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