At CES 2023, L’Oréal unveiled two new devices that solve very different problems.
HAPTA is a machine that helps people with limited hand and arm mobility apply lipstick, and L’Oreal Brow Magic is an electronic eyebrow makeup applicator that gives you custom brows in seconds.
Guive Balooch, the lead innovator and tech incubator manager at L’Oréal, told Mashable at CES 2023 that the HAPTA machine is comparable to the spoons that help people with reduced mobility to eat on their own.
“People who could never eat alone, could eat alone,” Balooch said. “And their community [wanted] something similar to use for makeup. Many times in my career I’ve done things that push, but this one was really appealing.”
HAPTA is a wearable smart makeup applicator that offers people who live with limited fine motor skills the ability to regularly apply lipstick at home using technology created by Verily Life Sciences. It works by combining motion controls and customizable attachments to stabilize and level the lipstick itself as the user brings it closer to their mouth. HAPTA – which was piloted with L’Oréal-owned Lancôme – comes with a magnetic attachment, built-in battery and the ability for the user to rotate the lipstick 360 degrees.
“For L’Oréal, the future of beauty is inclusive. And that future will be made more accessible through technology,” said Nicolas Hieronimus, CEO of L’Oréal Group, in a statement. “The two consumer technologies we’re unveiling this year at CES represent our company’s true purpose: to create beauty that moves the world.”
Temporary tattoos, but for your eyebrows.
L’Oréal also showed off Brow Magic at CES 2023, a beautiful and innovative product that involves quite a different set of technologies than HAPTA. Brow Magic, developed by L’Oréal and Prior, is a wearable device that uses artificial intelligence to give you perfect eyebrows. You use it by scanning your face on the L’Oréal Brow Magic app, choosing the shape, thickness and effect of the eyebrow you want, swiping the L’Oréal Brow Magic primer over your eyebrows, moving the device over your skin, then applying a top coat to finish it off. It features two conical elements – one you hold and the other you press onto your face – that use 2,400 tiny nozzles to imprint brows on you in seconds. They are basically non-permanent tattoos that you can remove after a day or two with makeup remover.
HAPTA and Brow Magic are expected to launch in 2023.