L’Oréal has unveiled two new technology prototypes that expand access to beauty expression at CES 2023 with HAPTA and L’Oréal Brow Magic. HAPTA is the first handheld, ultra-precise computerized makeup applicator designed to advance the beauty needs of people with limited hand and arm mobility; and L’Oréal Brow Magic is the first at-home electronic eyebrow makeup applicator that provides users with customized brow looks in seconds.
“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. “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.”
HAPTA is a handheld, ultra-precise smart makeup applicator for users with limited hand and arm mobility, offering them the ability to steadily apply lipstick at home. HAPTA will incorporate technology originally created by Verily to stabilize and level utensils to give people with limited hand and arm mobility the ability to eat with confidence and independence.
The key to HAPTA is its combination of built-in smart motion controls plus customizable attachments that give the user an improved range of motion, increased 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.
HAPTA is equipped with a magnetic attachment that allows for easy ergonomic use enabling for 360 degrees of rotation and 180 degrees of flexion. 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 setting for future use. HAPTA comes with a built-in battery (three hours to full charge) and device charging which results in one-hour continuous use (approximately 10+ applications).
HAPTA’s leveling device will be piloted with L’Oréal-owned Lancôme in 2023, first with a lipstick applicator followed by additional makeup applications in the future.
Introducing L’Oréal Brow Magic
Historically, achieving a desired eyebrow look can take several products, time and expertise—with precise results requiring expensive professional services like microblading. With L’Oréal Brow Magic, people can achieve a personalized eyebrow look at home based on their natural brow and facial features.
Developed by L’Oréal in partnership with the tech company Prinker, a pioneer in printed, non-permanent tattoos, L’Oréal Brow Magic makes professional-like results accessible at home. Using 2,400 tiny nozzles and printing technology with up to 1,200 drops per inch (dpi) printing resolution, L’Oréal Brow Magic is the first handheld, lightweight, electronic brow makeup applicator to provide consumers with their most precise brow shape in seconds.
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.
How to use the device:
- Open the L’Oréal Brow Magic app and scan face with the Modiface brow reader
- Select desired shape, thickness, and effect
- Brush the L’Oréal Brow Magic primer through brows
- Move the printer across the eyebrow in a single, sweeping motion
- Apply a topcoat finish to lock in the look
The eyebrow look created by L’Oréal Brow Magic is easily removed with a standard makeup remover. L’Oréal Brow Magic is expected to launch in 2023.