What does L'Oreal Bring to the 2023 CES?
- Chaileedo Press
- Jan 8, 2023
- 3 min read
Guive Balooch told CHAILEEDO that Chinese consumers care about new hardware technology in combination with formula, and this kind of technology product will be more popular with Chinese consumers.
(Guive Balooch, L'Oreal Global Head of Research and Innovation's Tech Incubator)
L'Oréal Group unveils two new beauty technology tools at the recent Consumer Electronics Show (CES) 2023 in Las Vegas — Hapta and L'Oréal Brow Magic. These two prototypes that place accessibility at the forefront of beauty technology.
“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.”
Why does L'Oreal launch accessible beauty products this time? What are L'Oreal's views on the trend of beauty technology? Guive Balooch, L'Oreal Global Head of Research and Innovation's Tech Incubator, shared some thoughts when interviewed by the media.
Let more people enjoy beauty
HAPTA is the world’s first handheld computerized makeup applicator designed for users with limited hand and arm mobility. L'Oréal Brow Magic is a first-of-its-kind smart eyebrow makeup applicator that gives users bespoke brows for their face shape in seconds. These two products are designed to allow more people to experience beauty through technology.
In daily life, some exquisite makeup needs practiced hands and tedious steps to achieve, but some groups do not have the opportunity to do that. “For example, in the United States, with a population of less than 400 million, 43 million people suffer from hand disability. L'Oreal hopes to provide more people with the experience of beauty through technology.“ Guive Balooch said。
HAPTA’s leveling device will be piloted with L’Oréal-owned Lancôme in 2023, first with a lipstick applicator followed by additional makeup applications in the future.
“With HAPTA we are going one step further by making beauty more accessible to use because everyone should have equal access to it.” said Françoise Lehmann, Lancôme Global Brand President.
(HAPTA)
Accessible, Sustainable, and Personalized
In recent years, L'Oreal has been focusing on technological innovation and household beauty and has set up a L'Oreal Tech Incubator within the group to incubate more beauty technology products. Guive Balooch describes L’Oréal’s transformation of beauty technology in three keywords: accessible, sustainable, and personalized.
The two products exhibited by CES this year are both attempts at accessible products. After all, even with hands, it is still not easy to paint a perfect makeup.
Sustainability has always been one of the focuses of L'Oréal. “As a company, we face many major challenges today, one of which is sustainability. How to ensure that our products can meet the performance level that consumers expect, and have less impact on the planet.” Guive Balooch said, “We have done a lot of projects in this area, related to packaging, water conservation, technology and formulation sustainability.”
Personalization is another challenge L'Oréal faces as society changes. “More and more people want personalization. They want to have products that are tailored to them, to their physiology, to their skin, to their hair, and also to be able to look well. Find more suitable products through data and information” Guive Balooch added.
"Chinese consumers want more performance and more results“
The time for the two products released at CES to enter China has not yet been determined. But Guive Balooch said that L'Oréal Brow Magic should be very popular with Asian consumers, "We believe that the Chinese market and the Asian market are a big market for it, because they have a great demand for eyebrow shaping.“
Many beauty industry professionals comment on Chinese consumers as "demanding consumers", and who want more and better makeup experiences. Guive Balooch expressed a similar opinion. When answering CHAILEEDO's question, he said that Chinese consumers are very concerned about the new hardware technology in combination with formula, and this kind of technology product will be more popular among Chinese consumers.
”This is why we launched the Absolute Dual LED Youth Treatment for Chinese consumers. "This product also appeared at the China International Import Expo this year and was widely discussed by Chinese consumers on the Red (one of the biggest social platforms for Chinese beauty users).
In addition, Guive Balooch believes that Chinese consumers are digital and socially connected. This also means that they will choose products that are more suitable for them through information collection. "They can also quickly obtain these personalized solutions through the infrastructure. So I think that in this market, precision and personalization are also a huge opportunity." Guive Balooch said this when talking about the Chinese personalized product market.
L'Oreal's products exhibited at CES in recent years have shown their thinking about consumers. Perhaps as Barbara Lavernos, Deputy CEO in charge of Research, Innovation and Technology at L’Oréal said, “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.”
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