L'Oréal makes product expertise available on demand with Agentforce

Advanced product, detailed support

L'Oréal is the world's leading beauty company, with products spanning skincare, makeup, haircare, and fragrance. One of their latest innovations, the AirLight Pro professional hair dryer, gives consumers and salon professionals cutting-edge technology like infrared light and more efficient drying while retaining hydration.

With that sophistication came occasional questions about settings, performance, and troubleshooting. L'Oréal's consumer care advisors were trained to help, with 150 pages of product material and a 542-record decision hierarchy guiding them through a nine-step troubleshooting process. Resolving a question could take around 10 minutes, and advisors were only available during contact center hours.

L'Oréal saw an opportunity to make that expertise available on demand while maintaining a clear path to an advisor when someone needed more help.

Expertise on demand

L'Oréal deployed Agentforce on the Professionnel Canada website. Consumers can simply start a chat in French or English, describe the issue in their own words, and get guidance in the moment.

For example, imagine a consumer notices the dryer isn't drying as quickly as it used to. They start a chat with Agentforce, which asks targeted questions to narrow down the cause, which might be a filter that needs cleaning. Once it identifies the issue, it guides the consumer through the appropriate troubleshooting steps. If more than one resolution could apply, Agentforce presents numbered options to clarify the problem before proceeding.

Consumers can also ask questions about AirLight Pro's features and how to use them, making the same chat a resource for getting more from the dryer. If customer inquiry falls outside Agentforce's scope or they ask to speak with someone, Agentforce checks whether an advisor is available and transfers the conversation when possible. If no one is online, Agentforce creates a case and provides a case number so an advisor can follow up.

From conversation to resolution

When building their product support agent, L'Oréal began by reorganizing AirLight Pro's support knowledge into a structure Agentforce could use reliably. They condensed a 542-record troubleshooting hierarchy into a 25-record decision table built on a Salesforce custom object, where Agentforce can query structured fields directly instead of interpreting a long training document.

They also created a glossary of AirLight Pro terminology, features, and product language. Agentforce uses this vocabulary to interpret how consumers describe the dryer and answer general product questions, while the decision table provides the approved steps for resolving specific issues.

When a consumer describes a problem, Agentforce identifies what the description already tells it and asks only for what's missing. Once it has enough, it pulls the matching resolution from the decision table and gives the consumer those approved steps rather than writing an answer of its own. Structured JSON instructions define what it can and can't do.

Escalation runs through the same platform. Agentforce is embedded in Service Cloud, so it can check advisor availability, create a case, and route it to the right queue outside business hours. The advisor assigned the case works in the same Service console and sees the consumer's history alongside the conversation so far.

A path to more complex support

L'Oréal's AirLight Pro support agent is now live, giving consumers and salon professionals 24/7 access to technical expertise. While the deployment is still new, every question the agent resolves is one a consumer gets answered immediately instead of waiting for the contact center to open — and one more advisor available for the conversations that need a person, like an unusual diagnosis or a situation that calls for judgment rather than a procedure.

The launch also confirmed for L'Oréal that agentic AI could handle technically detailed troubleshooting while providing controlled, approved guidance. Next, L'Oréal sees an opportunity to apply what they learned to areas that require even deeper expertise, like hair color. Advisors can train for more than six months to handle those questions, and Agentforce could eventually make more of that specialized knowledge available on demand.

By embedding L'Oréal's global troubleshooting guide into the agent, consumers get instant help with common technical issues. "By capturing key product information upfront, advisors already have the full context, creating a premium 'no-repeat' experience for customers," said Dominique Poirier, Head of Consumer Services.