[Announcer] Wired Brand Lab is here
at CES to discover new products that intersect
at the most interesting parts of tech,
and the beauty industry. [camera shutter clicks]
[gentle music]
Two of the 2023 CES Innovation Award winners
are from L’Oreal.
Earning the nod for their capacity
to create accessibility to many,
while encouraging self-expression
for individual users. [camera shutter clicks]
So, since we’ve been coming in 2016,
we’ve launched a product every year at CES.
We try to come to CES now with a story,
a story that’s user-centric about solving big problems
that only technology can help us solve.
[Announcer] L’Oreal released two products
at CES this year.
The first is called HAPTA.
HAPTA is the world’s first handheld, computerized,
makeup applicator created for users
who experience limited hand or arm mobility,
and cannot currently apply cosmetics how they want.
[camera shutter clicks] HAPTA is a handheld,
computerized device that is self-leveling, and also robotic.
In the US itself, there are about 50 million people
who suffer from different mobility issues.
The goal is to keep the lipstick at the same angle
as you first held it, and your range of motion
won’t limit at what angle
you’re applying the lipstick. [camera shutter clicks]
So, everything can be done with one hand.
You just take the lipstick out,
insert it into the attachment,
lift the base of the product, attach it to the device.
No need to even press a power button.
[Announcer] [camera shutter clicks] The second
innovation by L’Oreal is Brow Magic.
A first of its kind, custom eyebrow makeup applicator.
It essentially prints brows onto your face
with micro-blading precision.
Using new cutting edge pre-visualization
and mapping technology.
[camera shutter clicks] In order to do this work,
we need to be able to do three things,
understand the existing shape of the brow,
let you see what you’re going to create,
and make sure that’s achievable.
When the user first opens the app,
the app guides them to take the perfect selfie.
Then they go to an augmented reality try-on,
where we’ve recommended the perfect brow
for that face shape.
But then they can go in, and they can edit it.
Make it thicker, make it wider.
When they’ve created something that, in the app,
looks perfect for them rendered on their face,
they send that to the device.
The device itself has multiple sensors inside.
First, it has a micro inkjet printer
with cosmetic grade ink.
Second, it has optical sensors and light
that can detect the hair perfectly,
and it has accelerometers inside
that knows how fast you are swiping,
so that it can print at the speed that you’re swiping.
Part of our mission in L’Oreal has been
beauty for all, and beauty for every person.
We don’t want to leave anybody out, no matter who they are,
no matter what their motor skills are,
no matter what their skill levels are.
Making sure everyone’s included
in our beauty product experiences in L’Oreal.
[camera shutter clicks] [gentle music]