L’Oréal Groupe unveils tech to expand access to beauty

by | Jan 3, 2023

The owner of Garnier, La Roche Posay, and Lancôme garnered attention at CES 2023 with two new innovations – HAPTA and L’Oréal Brow Magic 

Championing accessibility, L’Oréal Groupe’s technology advancements are designed to make application easier via smart motion, magnets and face scanning. 

What is HAPTA?

HAPTA (pictured) is designed for consumers with limited hand and arm mobility, offering them the ability to steadily apply lipstick at home. Combining personalised attachments and magnetic levelling technologies, the smart make-up applicator increases people’s range of movement and enables them to open difficult-to-open packaging. 

On the innovation, Barbara Lavernos, Deputy CEO in charge of Research, Innovation and Technology at L’Oréal, says: ‘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.’

This technology will be rolled out via Lancôme lipsticks this year, with further make-up applications in the future. ‘For years, Lancôme has sought to provide every woman with beauty solutions adapted to their needs. Beauty tech has enabled us to fulfil this mission in an even more powerful way, revolutionising the way we develop beauty products and services and enabling greater personalisation,’ explains Françoise Lehmann, Lancôme Global Brand President.

And, L’Oréal Brow Magic?

This innovation has been created by L’Oréal in partnership with the tech company Prinker, a pioneer in printed, non-permanent tattoos. Using an app, a primer, and a printer, this tech will enable consumers to achieve precise, desired, eyebrows in seconds. 

L’Oréal Brow Magic is the first handheld, lightweight, electronic brow make-up applicator which harnesses the precision of semi-permanent professional services. The device uses 2,400 tiny nozzles and printing technology with up to 1,200 drops per inch (dpi) printing resolution, it can be removed with standard make-up remover. 

In a press release, L’Oréal Groupe sets out how to use the device in five steps:

  • ‘Open the L’Oréal Brow Magic app and scan your face with the Modiface brow reader
  • Select desired shape, thickness, and effect
  • Brush the L’Oréal Brow Magic primer through the brows
  • Move the printer across the eyebrow in a single, sweeping motion
  • Apply a topcoat finish to lock in the look’ 

This innovation is set to launch in 2023. 

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