L’Oréal Unveils Two Beauty Tech Innovations Honored with CES® 2023 “Innovation Awards”

HAPTA is the world’s first handheld automated makeup applicator designed for people with reduced mobility. arm or hand

L’Oréal Brow Magic is the first intelligent eyebrow makeup application that achieves specific results in seconds tailored to the shape of each face.

L’Oréal today unveiled two new technologies at CES® 2023 to further expand access to its beauty offerings. week, the first high-precision automated makeup applicator designed to meet the needs of people with limited arm or hand mobility; and L’Oreal Brow Magicthe first smart applicator that allows individual eyebrow makeup in seconds at home.

“For L’Oréal, the future of beauty is inclusive and will become even more accessible thanks to technology. “, he declares Nicolas Hieronimus, CEO of L’Oréal. The two consumer technologies we’ll be introducing at CES this year are at the heart of our company’s purpose: to create the beauty that rules the world. “.

What is HAPTA?

It is estimated that approximately 50 million people worldwide live with limited mobility. For them, certain everyday gestures, such as makeup, can be difficult. Developed by L’Oréal scientists and engineers, HAPTA is a smart, portable, high-precision makeup applicator that allows people with limited hand or arm mobility to apply lip makeup at home. HAPTA will incorporate technology originally developed by Verily to allow people with reduced mobility to use their knives more stably, allowing them to eat independently and with confidence.

The specificity of HAPTA lies in the combination of smart movements with customizable accessories that allow an increased range of motion, especially simplifying the handling of packaging that is sometimes difficult to open and allowing precise application of the product. HAPTA will help build its users’ independence and confidence, allowing them to express themselves and fully experience the power of beauty.

Inclusivity is at the heart of our innovation and beauty technology strategy “, highlighted Barbara Lavernos, Deputy Managing Director of Research, Innovation and Technology at L’Oréal. “We are dedicated, passionate, and committed to making new technologies and services dedicated to beauty meet everyone’s needs and desires. “.

The HAPTA is equipped with a magnetic harness that rotates 360 degrees and offers 180 degrees of flexibility for ergonomic and easy use. The “click” function allows you to intuitively set the desired position, save it during use and lock the setting for later use. HAPTA comes with an integrated battery (three hours for a full charge) that allows one hour (about ten programs) of continuous use.

HAPTA will be launched in 2023 by Lancôme, a brand of the L’Oréal Group, first with a lipstick applicator. Other makeup applications will be offered later.

Lancome has always tried to offer products adapted to the needs of women. Beauty technology enables us to fulfill this mission in even more powerful ways, revolutionizing the way we develop beauty products and services, enabling greater personalization.“, he declares Françoise Lehmann, International CEO of Lancome. With HAPTA, we go further by making beauty more accessible, because everyone should be able to enjoy it.“.

What is L’Oreal Brow Magic?

Until now, to get the desired brow line, it was necessary to use several products, some experience along with time or to seek expensive professional services. microblading. L’Oréal Brow Magic allows you to obtain a personalized eyebrow shape according to the natural curve of the user’s eyebrows and the morphology of the face.

Developed by L’Oréal in collaboration with technology company Prinker, a pioneer in non-permanent tattoos, L’Oréal Brow Magic delivers professional-quality results at home. With 2,400 tiny nozzles and printing technology with a resolution of more than 3,000 drops per centimeter, L’Oréal Brow Magic is the first lightweight and portable electronic eyebrow makeup applicator that allows you to achieve the exact shape you want in seconds.

Using L’Oréal’s proprietary Modiface augmented reality technology, L’Oréal Brow Magic scans the user’s face and makes recommendations for makeup effects. microbladingshading or filling in eyebrows.

The strength of L’Oréal’s beauty technology program lies in the quality of our partnerships“, Note Guive Balooch, Global Director of L’Oréal’s Research and Innovation Technology Incubator. Often we discover a great technology that is applied to another field from the field of beauty. And it is precisely by combining L’Oréal’s heritage with these advanced technologies that we can create completely new beauty gestures thanks to a process that reinvents technology and traditional beauty professions.. »

How to use L’Oreal Brow Magic:

  • Open the L’Oréal Brow Magic app and scan your face with the Modiface brow reader.

  • Choose the desired shape, thickness and effect

  • Brush your brows with L’Oréal Brow Magic primer

  • Slide the printer over the eyebrow

  • Apply top coat to set makeup

Make-up is easily removed with a standard make-up remover. The launch of L’Oréal Brow Magic is planned for 2023.

About L’Oreal

For more than 110 years, L’Oréal, a world leader in beauty, has dedicated itself to one thing: meeting the beauty desires of consumers around the world. Our goal is to create beauty that moves the world forward, defines our vision of beauty, inclusive, ethical, generous and responsible. With a portfolio of 35 international brands and ambitious social and environmental commitments defined as part of our L’Oréal for the Future programme, we offer consumers around the world the best in beauty in terms of quality, efficiency, safety, honesty and responsibility. while celebrating beauty in its infinite variety. With 85,400 dedicated employees, a balanced geographic presence and across all distribution channels (e-commerce, mass market, department stores, pharmacies and drugstores, hair salons, travel retail and branded boutiques), the Group achieved a turnover of 32.28 billion in 2021. euro. L’Oréal relies on a dedicated Research & Innovation team of over 4,000 researchers and 3,000 Technology experts across 20 research centers in 11 countries to invent the future of beauty and champion Beauty Tech. more information about https://www.loreal.com/fr/mediaroom


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