MRM Brasil and L’Oréal: building the future of customer engagement through data and AI

At Roastbrief, we had an exclusive conversation with Isabel Coletta, Chief Operating Officer of MRM Brasil, about the agency’s strategic collaboration with L’Oréal.

September, 2025.- At Roastbrief, we had an exclusive conversation with Isabel Coletta, Chief Operating Officer of MRM Brasil, about the agency’s strategic collaboration with L’Oréal. The partnership highlights MRM’s proven expertise in Customer Relationship Management, client experience, data analysis, and advanced technology application, enabling the transformation of insights into actionable and measurable strategies. 

For L’Oréal, the challenge lies in engaging millions of consumers across diverse markets with personalized, scalable, and AI-driven actions. To address this, the company is building a data and content ecosystem that unifies consumer information and powers real-time personalization across multiple channels. 

MRM’s integrated approach—blending strategic vision, hyper-personalization, automation, and insight-driven creativity—seeks to enhance brand interactions across L’Oréal’s four business divisions while strengthening long-term equity. Looking ahead, both organizations see potential to expand into predictive analytics, advanced journey orchestration, and AI-powered creative formats, aiming to drive business growth and set new benchmarks for customer engagement in Latin America’s beauty industry:

Could you elaborate on how MRM Brasil’s expertise in Customer Relationship Management, client experience, data analysis, and cutting-edge technology application guided L’Oréal’s decision to choose your agency?
MRM has built a strong reputation for combining expertise in Customer Relationship Management, Client Experience, Data Analysis, and Advanced Technology. This integrated approach allows us to transform insights into highly relevant and actionable strategies. L’Oréal recognized our ability to not only manage data but also to connect it to consumer behavior in a way that creates measurable impact. Our track record in designing seamless, personalized journeys and our commitment to innovation and creativity guided their decision to partner with us.

What specific challenges does L’Oréal aim to address by structuring a data and content ecosystem, and how will this ecosystem generate personalized, scalable, and AI-driven actions?
L’Oréal faces the challenge of engaging millions of consumers across diverse markets, each with unique preferences and behaviors. By structuring a robust data and content ecosystem, the company seeks to break silos, unify consumer information, and ensure that content creation is both personalized and scalable. This ecosystem will enable L’Oréal to generate AI-driven actions that adapt in real time, delivering relevant, engaging, and consistent experiences across multiple channels.

How will MRM Brasil’s integrated approach, encompassing strategic vision, hyper-personalization, automation, and insight-driven creative production, enhance the client experience with L’Oréal’s brands across the four business divisions?
Our integrated model combines strategic vision with hyper-personalization, automation, and insight-driven creative production. This allows us to design brand experiences that are not only consistent but also deeply relevant to each consumer interaction. By leveraging data intelligence and automation, we can ensure that every touchpoint—from awareness to loyalty—is optimized. For L’Oréal’s four business divisions, this means a unified yet tailored approach, enhancing client experience while driving long-term brand equity.

Beyond the initial scope, what future opportunities do you foresee for collaboration between MRM Brasil and L’Oréal in leveraging data and technology to further drive business growth and customer engagement in Latin America?
We see tremendous potential to expand this partnership into new areas such as predictive analytics, advanced customer journey orchestration, and AI-driven creative formats. In Latin America, where digital adoption and consumer expectations are rapidly evolving, data and technology can become powerful growth accelerators. Together with L’Oréal, we aim to explore new ways of leveraging innovation to boost customer knowledge, business performance, deepen engagement, and set new benchmarks for the beauty industry in the region.