CES 2023: L’Oréal Unveils Inclusive and Empowering Beauty Tech

CES 2023: L’Oréal Unveils Inclusive and Empowering Beauty Tech

News by Anja Paspalj
Published: January 10, 2023

For L’Oréal, the future of beauty is inclusive.

At CES 2023, the makeup brand owned by Lancôme unveiled trailblazing beauty tech that will ensure makeup is more accessible for all.

L’Oréal presented a prototype of the HAPTA, the first handheld, ultra-precise computerized makeup applicator designed to advance the beauty needs of people with limited hand and arm mobility.

The device combines motion controls and customizable attachments to stabilize the lipstick while the user applies it. Using technology created by Verily Life Sciences, it comes with a magnetic attachment and the ability to rotate the lipstick a full 360 degrees.

Woman with limited arm mobility applies lipstick with HAPTA makeup applicator
(Source: L'Oreal) 

“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 settings for future use,” states the official press release.

The 60-second advertising spot promoting HAPTA features a woman with cerebral palsy and spastic quadriplegia, a woman in a wheelchair and a woman that suffered a stroke.

All three have limited mobility and are shown applying lipstick using the HAPTA makeup applicator. Market research states that an estimated 50 million people live with limited fine motor skills globally.

“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 in the official press release.

“We are dedicated and passionate to bringing new technologies powering beauty services that augment and reach every individual’s ultimate desires, expectations, and unmet needs,.” Lavernos added.

L’Oréal continues to develop the prototype which is expected to be available for purchase by the end of the year.

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