THE WHAT? L’Oreal has unveiled a hair drying tool that it claims consumes up to 31 percent less energy than a conventional dryer while leaving hair smooth and hydrated thanks to a combination of infrared light technology and wind.

THE DETAILS Developed in partnership with Zuvi, the AirLight Pro was launched by the French beauty giant’s CEO, Nicolas Hieronimus, during his opening morning keynote at CES. It will be rolled out to select markets such as the US and Europe under L’Oreal’s salon professional brand in 2024 to both professionals and consumers.

THE WHY? Said Hieronimus, “For 115 years, L’Oréal has been leveraging science to innovate and provide consumers with unforgettable beauty experiences that fulfill their individual beauty aspirations. With AirLight Pro, in partnership with Zuvi, we prove that technology can augment beauty performance, caring for multiple hair needs, and reduce its environmental impact. That’s the future of beauty we are aiming to create.”