Productivity Automation

Redken's parent company L'Oréal uses agentic AI tools to automate content updates and monitor product listing quality for Redken (and other L'Oréal brand) listings on Amazon and Sephora.com, replacing tasks that previously required manual human oversight. This practice was publicly confirmed by L'Oréal's CEO on the company's Q1 2025 earnings call.

Details

According to trade reporting on L'Oréal's April 2025 earnings call, L'Oréal brands including Redken are now officially listed on Amazon and Sephora.com, and agentic AI is being used to automate content updates, monitor listing quality, and ensure consistency across regions for these storefronts. The source describes these as 'tasks that once required manual oversight but can now be executed in real time.' This practice is part of L'Oréal's broader 'One L'Oréal' digital transformation plan. Redken was specifically named by L'Oréal CEO Nicolas Hieronimus as one of the brands whose listings are managed under this system.

Products affected

Redken product listings on AmazonRedken product listings on Sephora.com

Sources & Evidence

News Article

L'Oréal is putting AI at the center of its global marketing strategy

Glossy·Jun 2025

https://www.glossy.co/beauty/loreal-is-putting-ai-at-the-center-of-its-global-marketing-strategy/

Other practices by Redken

OtherRedken offers a virtual hair color try-on tool on its website and mobile app that lets consumers upload a selfie or use a live camera feed to see how more than 70 professional hair color shades would look on them before visiting a salon. The tool is powered by augmented reality technology from ModiFace, an AI and AR company acquired by parent company L'Oréal in 2018.ProductivityRedken offers the Style Station app to salon professionals, which includes a formula finder tool that takes a stylist's inputs about a client's starting hair level and desired goal level and outputs a recommended Redken hair color formula. The app is available for free on iOS and Android.RecommendationRedken offers an online Hair Quiz on redken.com that uses an algorithm to recommend a personalized hair care routine to shoppers based on their answers about hair type, texture, concerns, and lifestyle goals. Results are delivered in about two minutes and include specific Redken product recommendations.

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