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This is how L'Oréal incorporates technology into makeup

CES in Las Vegas is a mecca for innovation.

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This is how L'Oréal incorporates technology into makeup

CES in Las Vegas is a mecca for innovation. Every year, the main technology companies, but also automotive or consumer companies, meet at a fair whose objective is to publicize all the advances that are being developed within the companies. There new proposals arise, some very close to going on the market, but also others that without seeing the light already point to what the future of sectors as active as motor or food will be like.

In short, to attend CES you don't have to be a technology company, but you do have to have innovation as your objective. An example of this is the L'Oréal Group, which is the cosmetic company that invests the most in RD in the world, 3.3% of its turnover, up to almost 1,000 million euros and has a team of 4,000 researchers in 21 centers research and 14 evaluation centers. And looking at what he presents at CES is always a good indicator of where the market is moving.

This year the multinational, which generated a turnover of 32,288 million euros in 2021 and has 85,400 employees worldwide, has presented Hapta and Brow Magic, two technological solutions that have been awarded the CES 2023 Innovation Award .

It is estimated that 50 million people around the world have limited fine motor skills. This makes everyday gestures, such as putting on makeup, difficult, which is why Hapta is defined as the first ultra-precise, portable computerized makeup applicator designed to meet the beauty needs of people who have trouble moving their hands or arms. "For L'Oréal, the future of beauty is inclusive. And this future will be more accessible thanks to technology," says Nicolas Hieronimus, CEO of the L'Oréal Group.

Hapta incorporates technology originally created by Verily to stabilize and level utensils that are already used in other fields such as food and that are used so that people with disabilities can eat without help. Equipped with a magnetic attachment that allows for easy ergonomic use, 360-degree rotation and 180-degree flexion, and a click function that allows the user to intuitively set the desired position, hold it during use, and lock the custom setting for future use, Hapta is a leveling device that will allow its users to paint their lips, for now, but it will have new features in the future. This year it will be marketed through Lancôme.

"For years, Lancôme has sought to offer every woman beauty solutions tailored to her needs. Beauty technology has enabled us to fulfill this mission in an even more powerful way, revolutionizing the way we develop beauty products and services and enabling greater personalisation," says Françoise Lehmann, Lancôme's Global Brand President, adding: "With Hapta we go a step further by making beauty more accessible to wear, because everyone should have equal access to it." .

The second L'Oréal device that could be seen yesterday in Las Vegas is Brow Magic, a team developed in collaboration with the technology company Prinker, a pioneer in non-permanent printed tattoos, which allows you to always have perfect eyebrows. With 2,400 tiny nozzles and printing technology with a resolution of up to 1,200 drops per inch, it's the first lightweight, portable electronic brow makeup applicator that gives consumers the most precise brow shape in seconds. Modiface AR technology, also developed by the company, scans the user's face and makes recommendations for microblading or filler effects.

"Often, we find brilliant technology being applied to something outside of the realm of beauty. Combining L'Oréal's beauty heritage with these advanced technologies allows us to create entirely new beauty gestures, reinventing the original technology and experience. of traditional beauty in the process," says Guive Balooch, Global Director of L'Oréal's Research and Innovation Technology Incubator.

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