L'Oréal last night used the CES Unveiled forum to showcase two products prototypes, including Hapta, a handheld, computerized makeup applicator designed for people with limited hand and arm mobility.

The beauty giant, which has been active at CES for a decade, also displayed L’Oréal Brow Magic, an electronic eyebrow makeup applicator, during the media-only event ahead of the official opening of CES later this week.

Hapta

An estimated 50 million people globally live with limited fine motor skills, which makes daily gestures—such as makeup application— challenging. Under development by L'Oréal scientists and engineers, Hapta is a handheld, ultra-precise smart makeup applicator for users with limited hand and arm mobility. It offers users the ability to steadily apply lipstick at home.



The device incorporates technology originally created by Verily to stabilize and level utensils to give people with limited hand and arm mobility the ability to eat with confidence and independence. A combination of built-in smart motion controls plus customizable attachments gives the user an improved range of motion, increased ease of use for difficult-to-open packaging, and precision application that is otherwise hard to achieve, according to L'Oréal.

“For L'Oréal, the future of beauty is inclusive. And this future will be made more accessible by technology,”  Nicolas Hieronimus, CEO of the L'Oréal Groupe, said in a statement. “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.”

“Inclusivity is at the heart of our innovation and beauty tech strategy,” added Barbara Lavernos, Deputy CEO in charge of Research, Innovation and Technology at L'Oréal. “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.”

Hapta also has magnetic attachment that allows for easy ergonomic use with one hand, enabling for 360 degrees of rotation and 180 degrees of flexion. A “clicking” feature allows the user to intuitively set the intended position, stay in position during use, and allow for the user to lock in customized setting for future use. 

According to L’Oréal, 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.

L'Oréal Brow Magic

Creating the desired eyebrow look can take several products, time and mostly, expertise—including often expensive professional services like microblading. L'Oréal ‘s new protype Brow Magic delivers bespoke eyebrow looks at home based on a suers natural brow and facial features.

The product was developed in partnership with the tech company Prinker,a developer of printe, non-permanent tattoos that is also part of CES Unveiled. Using 2,400 tiny nozzles and printing technology with up to 1,200 dpi)printing resolution, L'Oréal Brow Magic is billed as the first handheld, lightweight, electronic brow makeup applicator to provide consumers with their most precise brow shape in seconds. L'Oréal's Modiface AR technology scans the user's face and makes recommendations for microblading, micro-shading, or filler effects.

“The strength of L'Oréal's beauty tech program is supported through the quality of our partnerships,” said Guive Balooch, L'Oréal global head of research and innovation's Tech Incubator, who was on-hand at CES Unveiled in Las Vegas.

L'Oréal Brow Magic is expected to launch in 2023.