L’Oréal leverages augmented reality for “inclusive” makeup line with easy ergonomic use

04 Jan 2023 --- L’Oréal is unveiling two technology prototypes that expand access to beauty expression. Hapta is a handheld, ultra-precise computerized makeup applicator designed to advance the beauty needs of people with limited hand and arm mobility while L’Oréal Brow Magic is an at-home electronic eyebrow makeup applicator that gives a customized brow look using augmented reality (AR). 

For Consumer Technology Association’s CES 2023, held in Las Vegas, US, the French beauty giant has announced makeup applicators that aid and advance inclusivity. “For L’Oréal, the future of beauty is inclusive. And this future will be made more accessible by technology,” says Nicolas Hieronimus, CEO at L’Oréal Groupe. 

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. Under development by L’Oréal scientists and engineers, Hapta will incorporate technology created by Verily to stabilize and level utensils.

Additionally, L’Oréal Brow Magic, developed in partnership with the tech company Prinker, uses L’Oréal’s Modiface AR technology to scan the user’s face and make recommendations for microblading, micro-shading or filler effects. 

“L’Oréal Brow Magic is the first handheld, lightweight, electronic brow makeup applicator to provide consumers with their most precise brow shape in seconds,” the company shares.

Consumers can view various shapes, thicknesses and effects using Brow Magic’s AR function.Accessible beauty
L’Oréal reports that an estimated 50 million people have limited fine motor skills, making daily gestures such as makeup application challenging.

“For years, Lancôme has sought to provide every woman with beauty solutions adapted to their needs. Beauty tech has enabled us to fulfill this mission in an even more powerful way, revolutionizing how we develop beauty products and services and enabling greater personalization,” says Françoise Lehmann, global brand president at Lancôme.

“With Hapta, we are going one step further by making beauty more accessible because everyone should have equal access to it.”

Hapta is equipped with a magnetic attachment that allows for easy ergonomic use enabling 360 degrees of rotation and 180 degrees of flexion.

Its combination of built-in smart motion controls plus customizable attachments gives the user an improved range of motion, increased ease of use for difficult-to-open packaging and precision application.

Achieving precision in seconds
Expected to launch this year, L’Oréal Brow Magic is a “first-of-its-kind” smart eyebrow makeup applicator that gives users bespoke brows for their face shape in seconds.Hapta’s clicking feature allows the user to intuitively set the intended position, helping people with limited mobility.

“The strength of L’Oréal’s beauty tech program is supported through the quality of our partnerships,” says Guive Balooch, global head of research and innovation tech incubator at L’Oréal.

“Often, we find brilliant technology 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.”

Using 2,400 tiny nozzles and printing technology with up to 1,200 drops per inch printing resolution, L’Oréal Brow Magic is the first handheld, lightweight, electronic brow makeup applicator.

The brow makeup process begins with scanning the face using the Modiface brow reader on the L’Oréal Brow Magic app, followed by a selection of desired shape, thickness and effect. Consumers can then brush a primer through the brows and move the printer across the eyebrow in a single, sweeping motion. A topcoat is to be applied to lock in the look.

“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,” the company concludes.

Also at CES 2023, Y-Brush will introduce its ultra-efficient electric toothbrush to the US market on the back of European success.

By Radhika Sikaria