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

A young woman of color in a wheelchair with cerebral palsy uses the HAPTA lipstick applicator

L’Oréal Collection/Screenshot by Christina Darby/ZDNET

Every year, companies take the CES stage to launch innovations for a better future. And while we’ve seen our fair share of flashy gimmicks, there’s also a renewed focus on improving consumers’ everyday lives with enhanced safety features in Smart car systemsAnd the Practical integration of home technologyand even inclusiveness in beauty technology.

On day two of CES, the L’Oréal Groupe revealed two new beauty technology models designed to expand access to self-expression through beauty.

first form, hapta, is a computerized ultra-precise lipstick applicator designed for people with limited mobility. The second device is Loreal Eyebrow charman electronic eyebrow makeup applicator intended to help users quickly and accurately achieve the perfect eyebrow look at home.

According to L’Oreal, the HAPTA tool — which is apparently based on the buzzword for “tactile” mobile technology — was developed to help the 50 million people worldwide who have limited fine motor skills. Designed by scientists and engineers, HAPTA will incorporate stabilization technology originally created by a life sciences research firm truly in applying make-up.

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Besides the clamping feature, HAPTA includes an array of smart built-in motion controls and customizable attachments to give the user improved range of motion, greater ease with packaging stubborn products, and of course, precise application.

A futuristic image of red lipstick holding a HAPTA tool with the words HAPTA stretched across the front in large white letters.

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

L’Oréal Collection/Screenshot by Christina Darby/ZDNET

The tool aims to make people feel independent and able to express themselves through beauty, According to L’Oreal. For example, the tool could help someone with cerebral palsy have more control over the application of lipstick. and during its existence Other Beauty-tech products aim to enhance accessibilityL’Oréal’s dedication to precision with the HAPTA tool and overarching mission is both cutting edge and inspiring.

“Inclusivity is at the heart of our strategy for innovation and beauty technologies,” said Barbara Lavernos, Executive Vice President of Research, Innovation and Technology at L’Oréal. “We are committed and passionate about introducing new technologies that support aesthetic services that augment and reach each individual’s unmet desires, expectations, and needs.”

Also: I’ve worked with Motorola’s ThinkPhone and it’s surprisingly good

HAPTA also includes a magnetic attachment that contributes to convenient use, 360° of motion, and 180° of flexion. L’Oréal says the “click” feature built into HAPTA creates an intuitive, accurate, and customizable user experience, allowing users to “set” custom presets for easier use. The tool includes a built-in battery that L’Oréal says takes three hours to reach a full charge.

L’Oréal’s HAPTA is slated to become available in the US sometime this year, priced between $149 and $199.

L’Oréal’s second CES award-winner, Brow Magic, also focuses on aesthetic efficiency. As someone with thick, unruly brows, I can vouch for L’Oréal’s claim that achieving that tame brow look can often require the services of a professional. The company plans to replace this haircut with its Brow Magic, a portable electronic device that supposedly gives you the appearance of tiny feathers in seconds.

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

The first step in using L’Oréal’s Brow Magic is to swab your face with an associated app. The built-in AR will give you suggestions and let you customize your brow look before committing to any ink.

L’Oréal Collection/Screenshot by Christina Darby/ZDNET

Developed in partnership with Temporary Tattoo Tech Inc BrinkerBrow Magic aims to give users the look and feel of professional-looking precision brows at home. According to L’Oréal, the Brow Magic tool uses 24,000 tiny nozzles along with printing technology that boasts a print resolution of up to 1,200 dots per inch (dpi).

The device connects to a smartphone app that uses L’Oréal’s Modiface AR technology to scan a user’s face and provide eyebrow suggestions, according to L’Oreal. Users can select the desired shape, thickness, and overall brow effect via the app before scanning the brow with Brow Magic.

Young woman using Brow Magic on her eye.

Once users have chosen their preference, the device should slide easily across the face to quickly fill in the eyebrows.

L’Oréal Collection/Screenshot by Christina Darby/ZDNET

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

Due for release sometime in 2023, my unruly eyebrows and I highly expect to give this tool a try to see if it replaces my 1,000 brow tools.

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