L’Oréal use tech to develop accessible make-up applicators

L'Oréal has launched two new devices to make cosmetic application more inclusive and customisable, with handheld tools created for those with limited hand and arm mobility.

For the application of products such as lipsticks, L'Oréal's HAPTA (pictured) is an ultra-precise smart make-up applicator. Currently under development by L'Oréal scientists and engineers, HAPTA incorporates built-in smart motion controls with customisable attachments to achieve precise application and ease the difficulties of opening packaging.

The device will be piloted by L'Oréal-owned Lancôme this year, initially with a lipstick applicator followed by additional make-up application tools. Françoise Lehmann, Lancôme Global Brand President, explains:

“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, revolutionizing the way we develop beauty products and services and enabling greater personalization. With HAPTA we are going one step further by making beauty more accessible to use, because everyone should have equal access to it.”

Also new, L'Oréal Brow Magic is a handheld electronic brow make-up applicator which delivers precise brow shapes in seconds. Developed with tech company Prinker who pioneered non-permanent tattoos, and using L'Oréal's Modiface AR technology, L'Oréal Brow Magic scans the user's face and makes recommendations for microblading, micro-shading or filler effects based upon desired shape, thickness and effect. The brows are then printed across the eyebrow in a single sweeping motion and fixed with a topcoat. L'Oréal Brow Magic is expected to launch this year.

Commenting on the reveal of the two new devices at the CES 2023 event, Nicolas Hieronimus, CEO of the L'Oréal Groupe, says:

“For L'Oréal, the future of beauty is inclusive. And this future will be made more accessible by technology. 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.”