THE WHAT? L’Oréal has unveiled two new technology prototypes at CES 2023, including HAPTA and L’Oréal Brow Magic. 

THE DETAILS The technologies claim to ‘expand access to beauty expression’, with HAPTA being a handheld, computerized make-up applicator designed to advance the beauty needs of people with limited hand and arm mobility. 

L’Oréal Brow Magic is an at-home electronic eyebrow makeup applicator that creates customized brow looks in seconds.

THE WHY? Focusing on inclusivity, Barbara Lavernos, Deputy CEO in charge of Research, Innovation and Technology at L’Oréal, said: “Inclusivity is at the heart of our innovation and beauty tech strategy. 

“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.”

Guive Balooch, L’Oréal Global Head of Research and Innovation’s Tech Incubator, said: “The strength of L’Oréal’s beauty tech program is supported through the quality of our partnerships.

“Often, we find a brilliant technology that is being applied to something outside the beauty realm. Combining L’Oréal’s heritage of beauty with these advanced technologies allows us to create entirely new beauty gestures—reimagining the original technology, and the traditional beauty experience, in the process.”