01.04.23
At CES 2023, L’Oréal unveiled two new technology prototypes that expand access to beauty expression: HAPTA, a handheld, ultra-precise computerized makeup applicator designed to advance the beauty needs of people with limited hand and arm mobility; and L’Oréal Brow Magic, an at-home electronic eyebrow makeup applicator that provides users with customized brow looks in seconds.
“For L’Oréal, the future of beauty is inclusive. And this future will be made more accessible by technology,” said Nicolas Hieronimus, CEO of the L’Oréal Groupe. “The two consumer technologies we are unveiling this year at CES represent the true purpose of our company: to create the beauty that moves the world.”
HAPTA will incorporate technology originally created by Verily to stabilize and level utensils to give people with limited hand and arm mobility the ability to eat with confidence and independence.
The key to HAPTA is its combination of built-in smart motion controls plus customizable attachments that give the user an improved range of motion, increased ease of use for difficult-to-open packaging, and precision application that is otherwise hard to achieve.
“Inclusivity is at the heart of our innovation and beauty tech strategy,” said Barbara Lavernos, Deputy CEO in charge of Research, Innovation and Technology at L’Oréal. “We are dedicated and passionate to bring new technologies powering beauty services that augment and reach every individual’s ultimate desires, expectations and unmet needs.”
Using L’Oréal’s Modiface AR technology, L’Oréal Brow Magic scans the user’s face and makes recommendations for microblading, micro-shading or filler effects.
How to use the device:
L’Oréal Brow Magic is expected to launch in 2023.
“The strength of L’Oréal’s beauty tech program is supported through the quality of our partnerships,” said Guive Balooch, L’Oréal global head of Research and Innovation’s Tech Incubator. “Often, we find a brilliant technology that is being applied to something outside the beauty realm. Combining L’Oréal’s heritage of beauty with these advanced technologies allows us to create entirely new beauty gestures—reimagining the original technology, and the traditional beauty experience, in the process.”
“For L’Oréal, the future of beauty is inclusive. And this future will be made more accessible by technology,” said Nicolas Hieronimus, CEO of the L’Oréal Groupe. “The two consumer technologies we are unveiling this year at CES represent the true purpose of our company: to create the beauty that moves the world.”
HAPTA
Under development by L’Oréal scientists and engineers, HAPTA is a handheld, ultra-precise smart makeup applicator for users with limited hand and arm mobility, offering them the ability to steadily apply lipstick at home.HAPTA will incorporate technology originally created by Verily to stabilize and level utensils to give people with limited hand and arm mobility the ability to eat with confidence and independence.
The key to HAPTA is its combination of built-in smart motion controls plus customizable attachments that give the user an improved range of motion, increased ease of use for difficult-to-open packaging, and precision application that is otherwise hard to achieve.
“Inclusivity is at the heart of our innovation and beauty tech strategy,” said Barbara Lavernos, Deputy CEO in charge of Research, Innovation and Technology at L’Oréal. “We are dedicated and passionate to bring new technologies powering beauty services that augment and reach every individual’s ultimate desires, expectations and unmet needs.”
L’Oréal Brow Magic
Developed by L’Oréal in partnership with the tech company Prinker, L’Oréal Brow Magic makes professional-like results accessible at home. Using 2,400 tiny nozzles and printing technology with up to 1,200 drops per inch (dpi) printing resolution, L’Oréal Brow Magic is the first handheld, lightweight, electronic brow makeup applicator to provide consumers with their most precise brow shape in seconds.Using L’Oréal’s Modiface AR technology, L’Oréal Brow Magic scans the user’s face and makes recommendations for microblading, micro-shading or filler effects.
How to use the device:
- Open the L’Oréal Brow Magic app and scan face with the Modiface brow reader
- Select desired shape, thickness, and effect
- Brush the L’Oréal Brow Magic primer through brows
- Move the printer across the eyebrow in a single, sweeping motion
- Apply a topcoat finish to lock in the look
L’Oréal Brow Magic is expected to launch in 2023.
“The strength of L’Oréal’s beauty tech program is supported through the quality of our partnerships,” said Guive Balooch, L’Oréal global head of Research and Innovation’s Tech Incubator. “Often, we find a brilliant technology that is being applied to something outside the beauty realm. Combining L’Oréal’s heritage of beauty with these advanced technologies allows us to create entirely new beauty gestures—reimagining the original technology, and the traditional beauty experience, in the process.”
