L'Oréal

Exploring the Future of Beauty: L’Oréal’s Innovations at CES 2023

The 2023 Consumer Electronics Show (CES) showcased a plethora of cutting-edge technology, including some unexpected innovations in the world of beauty. Makeup giant L’Oréal took the opportunity to unveil a selection of gadgets that hint at the future of the industry.

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One of the most notable products on display was Brow Magic, a handheld device that applies semi-permanent eyebrow tattoos with precision and ease. The device uses 2,400 tiny nozzles and a printing resolution of up to 1,200 drops per inch to create natural-looking, personalized brows in seconds. With Brow Magic, achieving a desired eyebrow look no longer requires multiple products, time, or professional services such as microblading.

To use the device, users simply scan their face using the accompanying Brow Magic app, select their desired brow shape, and sweep the device across the brow area. The possibilities of this technology extend far beyond eyebrows, raising questions about the potential for similar devices to apply other types of makeup such as blush, eyeshadow, and contour.

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In addition to Brow Magic, L’Oréal also introduced HAPTA, a handheld electronic makeup applicator designed to assist users with limited hand and arm mobility. Developed in collaboration with research organization Verily, HAPTA uses advanced technology to stabilize and level products such as mascara wands and lipstick bullets, allowing users to apply makeup independently.

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These innovations from L’Oréal reflect the growing trend of technology-driven experimentation in the beauty industry. By giving customers the ability to try out different looks and styles with ease, L’Oréal and other adaptive brands are meeting the needs of traditionally underserved customers and revolutionizing the way we think about beauty.


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