L’Oréal presents two new beauty technologies awarded at the CES 2023 Innovation Awards

L'Oréal presenta due nuove beauty technology premiate ai CES 2023 Innovation Award thumbnail

L’Oréal presented to the CES 2023 of Las Vegas two tech prototypes awarded at the CES 2023 Innovation Award.

The L’Oréal devices that won the CES 2023 Innovation Awards

The two awarded products are HAPTAthe first portable, computerized and ultra-precise make-up applicator, e L’Oréal Brow Magicelectronic applicator designed for eyebrows.

“For L’Oréal, the future of beauty is inclusive. And this future will be more accessible thanks to technology,” he said Nicolas Hieronimus, CEO of L’Oréal Group. “The two consumer technologies we’re showcasing at this year’s CES represent our company’s true purpose: to create the beauty that moves the world.”

Let’s see in detail these two incredible devices.


There are more than that in the world 50 million people with reduced mobility, who are unable to carry on the most basic daily actions. A computerized make-up applicator can do their job when it comes to beauty.

For this reason, L’Oréal engineers worked on HAPTA, which is ultra-precise and intelligent, capable of perfectly applying make-up on the face of those with reduced motor capacity in their arms.

HAPTA, which also has the advantage of being portable, is based on the technology devised by Verily for stabilized and anti-trembling cutlery. Specifically, it combines intelligent integrated motion controls and customizable accessories, for the ultimate in inclusiveness.

“Inclusivity is at the heart of our innovation and beauty tech strategy,” she said Barbara Lavernos,  Deputy CEO in charge of Research, Innovation and Technology L’Oréal. “We are passionately committed to proposing new technologies that support beauty services that respond to the desires, expectations and unmet needs of each individual”.

HAPTA mounts a magnetic attachment that allows easy ergonomic use, allowing a rotation of 360 degrees and an inclination of 180 degrees. It has a click function that facilitates the user to set the desired position and has an integrated battery with an autonomy of one hour.

HAPTA will be experimented with Lancome initially with a lipstick applicator and later with other cosmetics.

“For years, Lancôme has tried to offer every woman beauty solutions suited to her needs. Technology applied to beauty has allowed us to fulfill this mission in a more incisive way, revolutionizing the way we develop beauty products and services and allowing for greater personalization“, commented Françoise Lehmann, Lancôme Global Brand President.

“With HAPTA we are taking it one step further, making beauty more accessible for everyone.”

L’Oréal Brow Magic

Eyebrows are perhaps one of the most difficult things to design when it comes to make-up, as well as not considering the need for specific products, time and skills to achieve a perfect look.

Con L’Oréal Brow Magic eyebrow make-up should become child’s play, obtaining a personalized look based on the characteristics of your face and natural eyebrows.

Brow Magic is developed in collaboration with the tech company Prinker, leader in the field of printed temporary tattoos. But how does this L’Oréal device awarded at the CES 2023 Innovation Award work?

The device presents 2,400 tiny nozzles and a printing technology with a resolution of up to 1,200 dots per inch. It is light, portable and able to create the most suitable eyebrow shape for the user’s face in no time thanks to technology Modiface AR by L’Oreal.

“The strength of L’Oréal’s beauty tech program is guaranteed by the quality of our partnerships“, he commented Guive Balooch, Global Head of Research and Innovation’s Tech Incubator L’Oréal.

“Often we find ingenious technology that is applied in a field other than the beauty industry. Combining L’Oréal’s industry expertise with these advanced technologies allows us to create entirely new beauty rituals, re-imagining the original technology and traditional beauty experience.”

L’Oréal has also released a handy guide on how to use Brow Magic:

  • first of all you need to open the L’Oréal Brow Magic app and scan your face with the Modiface eyebrow reader;
  • subsequently it will be necessary to select the desired shape, thickness and effect;
  • then apply the L’Oréal Brow Magic primer on the eyebrows;
  • swipe the printer over the brows in one quick motion;
  • apply a top coat for fixing.

The applied make-up can be removed with a normal make-up remover. The launch of L’Oréal Brow Magic is scheduled for 2023.

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