Introducing Orée Mind

Today we are opening Orée Mind, a practice of Orée Works. It is a second mind for brands and agencies: an AI system built around one team's brand, clients and tools, so it already knows the work before anyone types a request. It lives at mind.oree.works.

Why now

The largest beauty and consumer groups stopped treating AI as a chat window some time ago. They built systems.

In May 2024, L'Oréal opened CREAITECH, an in-house content lab that creates brand-compliant, localised content across its 37 beauty brands, using custom models trained on each brand's codes. By April 2025 the group said it was producing up to 50,000 images and more than 500 videos a month with its own tools, and that first concepts now take days instead of weeks. It also drew a line: no AI-generated people in its campaigns.

In March 2025, Unilever reported that digital twins of its products make product imagery twice as fast and 50% cheaper, with every variant, label and language held in a single file. For TRESemmé in Thailand, content costs fell by 87%.

Agencies have the tools too. A Forrester and 4A's study published in June 2026 found that nine in ten US marketing agencies use generative AI. Yet 61% still treat it as a cost of doing business, and 81% use it mainly to make staff more productive.

L'Oréal and Unilever built their systems around their brands. Most teams still start every chat from zero.

What Orée Mind does

Orée Mind holds your brand voice, your past work, your clients and your briefs, and connects to the tools your team already uses: email, calendar, shared drive and project tools. It does the legwork on research, copywriting, visuals, pitches and sales. Your team directs it, and nothing goes out without a person's approval.

Take a winter launch brief. The mind reads it, researches the market and finds the gap no competitor owns. It writes the creative brief in your template, drafts three campaign routes with copy and first visuals, and hands them to your creative director to sign off.

How it works

Three steps, with a fixed scope.

Audit, two weeks. We sit with your team, map three core workflows and show where the hours go. You leave with a workflow map and a setup plan.

Setup, four to six weeks. We build the mind around your highest-value workflow: brand knowledge, connected tools, templates and agents. Then we train the team, hands on.

Ongoing, monthly. New workflows as you grow, updates as the tools change, and regular office hours for the team.