Tech

L’Oréal wins two awards for holistic beauty technology at CES 2023


Young black woman in wheelchair with Cerebral Palsy using HAPTA lipstick applicator

L’Oréal Groupe/ Screenshot by Christina Darby/ZDNET

Every year, companies participate in CES to showcase innovations for a better future. And while we’ve seen the majority of our flashy gimmicks, there’s also a new focus on improving consumers’ everyday lives with enhanced safety features in smart car system, practical home technology integrationand even comprehensiveness in beauty technology.

On day two of CES, L’Oréal Groupe unveiled two new beauty technology prototypes designed to expand self-expression through beauty.

The first prototype, HAPTA, is an extremely precise computerized lipstick applicator designed for people with limited mobility. The second device, L’Oréal eyebrow magicis an electronic eyebrow makeup tool to help users get the ideal eyebrow style at home quickly and accurately.

According to L’Oreal, the HAPTA tool — apparently based on the “haptic” word for handheld technology — was developed to assist 50 million people worldwide with limited fine motor skills. Designed by scientists and engineers, HAPTA will incorporate stable technology originally created by the life sciences research company indeed to the makeup app.

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Along with stabilization, HAPTA includes a combination of built-in smart motion controls and customizable attachments to give users improved range of motion, easier with stubborn product packaging and of course the correct application.

The futuristic image of a red lipstick is held by the HAPTA tool with the words HAPTA stretched across the front in large white lettering.

L’Oréal’s HAPTA uses stabilization technology so users with limited mobility can use the tiny robotic arm to apply lipstick with precision and ease.

L’Oréal Groupe / Screenshots by Christina Darby/ZDNET

This tool aims to make people feel independent and empowered to express themselves through beauty, by L’Oréal. For example, the tool could help people with cerebral palsy better control their lipstick application. And while there are other beauty technology products available to promote accessibilityL’Oreal’s dedication to precision with its HAPTA engine and overall holistic mission is both cutting edge and inspiring.

“Inclusivity is at the heart of our beauty technology and innovation strategy,” says Barbara Lavernos, L’Oréal’s VP of research, innovation and technology. heart and passion for bringing new technologies that power beauty services to enhance and achieve each individual’s unmet wants, expectations and needs.”

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HAPTA also includes a magnetic attachment that contributes to ergonomic use, 360-degree movement and 180-degree flex. L’Oreal says HAPTA’s built-in “click” feature creates an intuitive, customizable and precise user experience, allowing users to “set” custom presets for ease of use than. The tool includes a built-in battery that L’Oreal says takes three hours to fully charge.

L’Oréal’s HAPTA applicator will be available in the US sometime this year with prices in the $149-$199 range.

L’Oréal’s second CES award winner, the Brow Magic tool, also focuses on aesthetic effect. As a person with bushy and stubborn brows, I can vouch for L’Oreal’s assertion that achieving a tamed brow can often require professional services. The company plans to replace that story with the Brow Magic tool, a portable electronic device that is said to give you a feather-like, microscopic winged appearance in seconds.

L'Oréal's Brow Magic is sitting on a makeup counter while a young girl uses her smartphone to use the AR brow tool on the linked app.

The first step in using L’Oréal’s Brow Magic tool is to scan your face with an associated app. The built-in AR will give you recommendations and let you customize the look of your brows before you commit to any ink.

L’Oréal Groupe/ Screenshot by Christina Darby/ZDNET

Developed in partnership with temporary tattoo technology company printer, Brow Magic aims to give users a super-small, professional-looking brow look at home. According to L’Oréal, the Brow Magic tool uses 2,4000 micro-nozzles combined with print technology with a print resolution of up to 1,200 drops per inch (dpi).

According to L’Oreal, the device connects to a smartphone app that uses L’Oréal’s Modiface AR technology to scan the user’s face and make eyebrow recommendations. Users can choose the shape, thickness, and overall effect of their brows through the app before scanning Brow Magic on their brows.

Young woman using Brow Magic tool on eye.

Once the user has selected their option, the device is said to easily glide across the face to quickly fill in the brows.

L’Oréal Groupe/ Screenshot by Christina Darby/ZDNET

L’Oréal also says that because the ink is only semi-permanent, the Brow Magic look can be removed with a washcloth or standard makeup remover.

Set to launch at some point in 2023, my unruly brows and I can’t wait to try this tool out to see if it replaces my 1,000 brow tools. are not.

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