How does a 115-year-old beauty giant keep up with TikTok trends, viral moments, and AI-powered hair tech?
Chief Digital & Marketing Officer Darienne Kennedy pulls back the curtain on how L’Oréal’s Professional Products Division moves at the speed of culture. From signing pop icon Sabrina Carpenter and her stylist, to harnessing AI scalp diagnostics, to deciding which viral moments are worth jumping into—Darienne shares the brand storytelling playbook that keeps nine iconic haircare brands distinct, relevant, and trusted.
We also dive into the art of B2B loyalty, how L’Oréal supports salon professionals beyond just products, and why technology should enhance — not replace — the deeply human connection between stylist and client. Whether you’re in marketing, beauty, or just obsessed with a great brand story, you’ll come away with insights on blending heritage with innovation.
Watch the full interview to hear how L’Oréal balances risk-taking with brand integrity, the surprising celebrity moment that went viral, and the next big beauty frontier starting at the scalp.
Key Moments:
00:00 Inside L’Oreal’s Celebrity Partnerships and Cultural Moments
04:25 Darienne Kennedy: 25 Years Growing with L’Oreal
11:29 How L’Oreal Balances B2B and B2C Strategies
15:58 Crafting Distinct Stories for Nine Global Haircare Brands
22:40 L’Oreal’s Sustainability Push: Refills and Green Innovation
28:16 Moving at the Speed of Culture in Beauty Marketing
31:10 How L’Oreal Measures Marketing Impact
34:07 Education and Training as Brand Loyalty Drivers
41:39 AI and Smart Tools Shaping the Future of Haircare
50:46 The Next Big Trends in Hair, Health & Wellness
51:38 Lightning Round: Quick Insights from Darienne Kennedy
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