L’Oréal unveils two new beauty technologies honored with CES® 2023 Innovation Awards

HAPTA is the world’s first handheld computer applicator designed for users with limited hand and arm mobility

L’Oréal Brow Magic is the first-of-its-kind smart brow applicator that gives users custom brows that fit their face shape in seconds

New York, January March 2023 /PRNewswire/ — L’Oréal at CES today® 2023 introduces two new technology prototypes that expand the range of beauty expression: Haputathe first handheld ultra-precise computerized makeup applicator designed to meet the cosmetic needs of people with limited hand and arm mobility; and L’Oreal Magic Eyebrowsthe first electronic brow applicator for home use, gives users a customized brow look in seconds.

“For L’Oréal, the future of beauty is inclusive. Technology will make this future more accessible,” Say Nicholas HieronymusCEO of L’Oréal Group. “The two consumer technologies we’re unveiling at CES this year represent what our company is really about: creating beauty that moves the world.”

Introducing HAPTA
An estimated 50 million people worldwide have limited fine motor skills. This makes some everyday actions, such as applying makeup, challenging. Developed by L’Oréal scientists and engineers, HAPTA is a handheld ultra-precise smart makeup applicator for users with limited hand and arm movement, enabling them to apply lipstick consistently at home. HAPTA will use technology originally created by Verily to stabilize and level utensils, allowing people with limited hand and arm mobility to eat with confidence and independence.

The key to HAPTA is its combination of built-in intelligent motion controls and customizable accessories that provide users with greater range of motion, improved ease of use for difficult-to-open packages, and precise application that would otherwise be difficult to achieve—helping individuals feel Confident, independent, and capable of enjoying beautiful self-expression.

“Inclusivity is at the core of our innovation and beauty tech strategy,” Barbara Lavernos, L’Oréal Deputy Chief Executive Officer for Research, Innovation and Technology said. “We are committed and passionate about bringing new technologies that power grooming services to enhance and meet the ultimate wishes, expectations and unmet needs of every individual.”

The HAPTA is equipped with a magnetic attachment for easy ergonomic use, allowing for 360° rotation and 180° bending. The “click” feature allows the user to intuitively set the desired position, stays in place during use, and allows the user to lock custom settings for future use. HAPTA is equipped with a built-in battery (3 hours for a full charge) and device charging for 1 hour of continuous use (approximately 10+ times).

HAPTA’s leveling device will be trialled at L’Oréal-owned Lancôme in 2023, first with a lipstick applicator and then with other makeup applications in the future.

“Lancôme has been committed to providing every woman with beauty solutions tailored to her needs for many years. Beauty technology has enabled us to fulfill this mission in an even stronger way, revolutionizing the way we develop beauty products and services, and achieve more. a great degree of personalization,” Say Françoise Lehmann, President of Lancôme Global Brands“With HAPTA, we go one step further and make beauty more accessible because everyone should have equal access to it.”

Introducing L’Oréal Brow Magic
Achieving the desired brow look has historically required multiple products, time, and expertise—with precise results requiring expensive professional services, such as microblading. With L’Oréal Brow Magic, people can create personalized brows at home based on their natural brows and facial features.

L’Oréal Brow Magic Developed by L’Oréal in partnership with technology company Prinker, a pioneer in printing permanent tattoos, L’Oréal Brow Magic makes it possible to achieve professional-grade results at home. Using 2,400 micro-nozzles and a printing resolution of up to 1,200 drops per inch (dpi), L’Oréal Brow Magic is the first handheld, lightweight electronic brow applicator that provides consumers with the most precise eyebrow shape.

Using L’Oréal’s Modiface AR technology, L’Oréal Brow Magic scans the user’s face and suggests microblading, microshading or filler effects.

“The strength of the L’Oréal BeautyTech program is backed by the quality of our partners,” Say Guive BalochistanDirector of L’Oréal Global Research and Innovation Technology Incubator. More often than not, we find a brilliant technology being applied beyond the realm of beauty. Combining L’Oréal’s beauty heritage with these advanced technologies has allowed us to create a new beauty gesture – reimagining the original technology and traditional beauty experience in the process. “

How to use the device:

  • Open the L’Oréal Brow Magic app and scan your face with the Modiface brow reader
  • Choose the desired shape, thickness and effect
  • Swipe L’Oréal Brow Magic Primer on brows
  • Swipe the printer across the eyebrows in one pass
  • Apply a top coat to lock in the look

The brow effect created by L’Oréal Brow Magic is easily removed with standard makeup remover. L’Oréal Brow Magic is expected to launch in 2023.

About L’Oreal

For more than 110 years, L’Oreal, the world’s leading beauty company, has only focused on one thing: satisfying the beauty demands of consumers around the world. Our purpose is to create beauty that moves the world, defining our approach to beauty as inclusive, ethical, generous, and committed to social and environmental sustainability. With our broad portfolio of 35 international brands and the ambitious commitment to sustainability in L’Oréal’s future plans, we offer the best in quality, efficacy, safety, sincerity and responsibility to everyone, everywhere, while celebrating It is infinitely more beautiful.With 85,400 dedicated employees, a balanced geographical footprint and sales across all distribution networks (e-commerce, mass market, department stores, pharmacies, hair salons, branded and travel retail), the Group achieved sales of 32.28 billion eurosWith 20 research centers in 11 countries around the world, L’Oréal has a dedicated research and innovation team of more than 4,000 scientists and 3,000 technical professionals, committed to creating the future of beauty and becoming a beauty technology giant.More information on https://www.loreal.com/en/mediaroom

Source L’Oreal United States

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