At the start of this month, the beauty brand announced the new technology prototype they call HAPTA, a computerized makeup applicator designed to help users with limited hand and arm mobility, making the product the world’s first of its kind. According to a press release, an estimated 50 million people globally live with limited fine motor skills, making small everyday tasks—like applying makeup—more challenging. But now, the handheld, ultra-precise smart makeup applicator will help users steadily apply lipstick at home. The innovative technology features “a combination of built-in smart motion controls plus customizable attachments that give the user an improved range of motion, increase ease of use for difficult-to-open packaging and precision application that is otherwise hard to achieve—to help individuals feel confident, independent, and empowered to enjoy the self-expressive power of beauty.” “Inclusivity is at the heart of our innovation and beauty tech strategy,” said 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’s leveling device will be piloted with L’Oréal-owned Lancôme in 2023, first with a lipstick applicator followed by additional makeup applicators in the future. “For L’Oréal, the future of beauty is inclusive. And this future will be made more accessible by technology,” said Nicolas Hieronimus, CEO of the L’Oréal Groupe. As part of the news release, the company also unveiled the L’Oréal Brow Magic, the “first-of-its-kind smart eyebrow makeup applicator that gives users bespoke brows for their face in seconds.” The lightweight, electronic brow makeup applicator will provide consumers with their most precise brow shape in seconds by scanning the user’s face and making recommendations for microblading, micro-shading or filler effects. “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,” Hieronimus added. L’Oréal Brow Magic is also expected to launch in 2023.
