L'ORÉAL CASE STUDY

Digital twins of the skincare consumer 89% accuracy

L'Oréal Brazil's CMI team wanted the consumer just one click away from the decision. In partnership with Galaxies, they created digital twins of the skincare consumer based on U&A SkinDecode — a habits and attitudes study with more than 3,000 real participants. On the Nexus platform, the personas respond 24/7 and evaluate communication assets, claims, packs, and big ideas, either qualitatively or quantitatively, giving the team back autonomy and agility in day-to-day decisions. The first cases have already run — lips (L'Oréal Paris), sun care (La Roche-Posay Anthelios vs. ISDIN), and winter (CeraVe) — with Garnier also among the brands benefited.

L'Oréal Brazil's CMI team wanted the consumer just one click away from the decision. In partnership with Galaxies, they created digital twins of the skincare consumer based on U&A SkinDecode — a habits and attitudes study with more than 3,000 real participants. On the Nexus platform, the personas respond 24/7 and evaluate communication assets, claims, packs, and big ideas, either qualitatively or quantitatively, giving the team back autonomy and agility in day-to-day decisions. The first cases have already run — lips (L'Oréal Paris), sun care (La Roche-Posay Anthelios vs. ISDIN), and winter (CeraVe) — with Garnier also among the brands benefited.

89%

accuracy of the synthetic personas

+3,000

real participants in the U&A SkinDecode study, the base for the personas

4

brands benefited: L'Oréal Paris, CeraVe, La Roche-Posay, and Garnier

Nexus

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The Nexus tools behind this case

What powers L'Oréal's digital twins of the skincare consumer.

Digital Twin Personas

Synthetic personas modeled on real consumer data, built to stand in for the target audience in day-to-day research.

U&A-Based Persona

Personas grounded in a large-scale habits & attitudes study (U&A SkinDecode, 3,000+ participants) rather than generic profiles.

24/7 Persona Chat

Personas are available on demand, so the CMI team can ask questions whenever a decision comes up — not on a research-cycle schedule.

Asset & Claims Evaluation

Personas react to communication assets, claims, packs, and big ideas directly on the platform.

Qual/Quant Toggle

The same persona base can be queried qualitatively (open conversation) or quantitatively (structured scoring).

Conversion Trigger Testing

Testing which messages or moments actually move a persona toward a purchase decision.

"What if you could talk to the consumer in real time, like on WhatsApp, whenever you had a question for your next launch?"

  Flávia, CMI Manager · L'Oréal Brazil

Company team

Every insight above started with putting the real consumer's habits and attitudes behind a persona the CMI team could just ask.

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