L'Oréal to Launch Two New Beauty Tools

L'Oréal Group revealed two new beauty technology tools at the recent Consumer Electronics Show (CES) 2023 in Las Vegas, USA: Hapta and L'Oréal Brow Magic.

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Guive Balooch, L’Oréal’s global head of research and innovation’s tech incubator said in an interview that “This year at CES, L’Oréal is bringing two new technologies, Hapta and L’Oréal Brow Magic, that offer people the chance to achieve results that were not possible with their bare hands.”

L'Oréal launched one of the smart products this time, Hapta, which is a fine computerized handheld device designed for people with limited hand and arm movement to help people apply lipstick in a steady manner. The core technology of the prototype, developed by Verily, can fix and stabilize the prop by rotating 360 degrees and bending 180 degrees, using magnets and joints.

Hapta's battery takes three hours on a single charge and can be used continuously for more than 10 makeup applications in one hour after a full charge. It is reported that the device will first be used as a lipstick applicator in Lancôme products this year and will be applied to other cosmetics after the trial.

Another makeup tool, Brow Magic, is also aimed at specific needs, but for a broader group of consumers - those who can't quite create the right brow shape for their face.

According to L'Oréal, the tool's "custom" eyebrows are more like airbrush technology than skin care technology. The technology, developed by L'Oréal in collaboration with Prinker, a company specializing in printed, temporary tattoos, uses a person's natural eyebrows and facial features to provide customized, "professional" eyebrows at home. Delicacy is critical for the technology, which is equipped with 2,400 micro-nozzles and a print resolution of up to 1,200 dots per inch (dpi).

Both products will be launched later this year, and neither has revealed a price.

With these beauty devices, people's hands are no longer an obstacle to achieving desired results, said Guive Balooch.

It is worth noting that L’Oreal has invested much in beauty technology. Take L’Oreal China as an example, L'Oréal announced on May 8 the establishment of its first investment company in the Chinese market, Shanghai Meicifang Investment Co., Ltd. L’Oreal stated that the company dedicated to investing in innovative beauty technologies and promoting high-quality development of open innovation in China. Moreover, L’Oreal showed its several beauty technology device at China International Import Expo such as YSL SCENT-SATION and Skin Screen.

Camille Kroely, Global Head of Digital Services and Open Innovation for L'Oreal, publicly stated that the beauty of the future will be physical, digital (beauty technology and retail) and virtual (Web3).