The annual CES tradeshow, organised by the Consumer Technology Association and considered one of the most influential tech trade shows in the world, was a space many brands used as a launchpad for their newest tech innovations. And this year, two of beauty’s majors launched products – L’Oréal with two prototypes and Johnson & Johnson with a Neutrogena product.
Ultra-precise makeup for consumers with limited mobility
The first L’Oréal prototype device was a handheld makeup applicator ‘Hapta’, designed for users with limited hand and arm mobility and set to pilot under its Lancôme brand as a lipstick applicator at first.
The device enabled ultra-precise computerised makeup application, incorporating technology originally created by life sciences research specialist Verily to stabilise and level utensils to enable people with limited hand and arm mobility to eat with confidence and independence. A magnetic attachment allowed for easy ergonomic use with 360-degrees of rotation and 180-degrees of flexion and a clicking feature allowed the user to set the intended position and lock it in place as a customised setting. The battery-powered device was rechargeable and offered one-hour of continuous use, approximately 10+ applications.
“The key to Hapta is its combination of built-in smart motion controls plus customisable 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,” L’Oréal said.
Barbara Lavernos, deputy CEO in charge of research, innovation and technology at L’Oréal, said: “Inclusivity is at the heart of our innovation and beauty tech strategy. We are dedicated and passionate to bring new technologies powering beauty services that augment and reach every individual’s ultimate desires, expectations, and unmet needs.”
Smart and precise brow printing
The second prototype device from L’Oréal was a smart eyebrow makeup applicator Brow Magic, designed to give users bespoke brows for their face shape in seconds and due to launch in 2023 under its mass makeup L’Oréal brand.
Developed in partnership with temporary tattoo specialist Prinker – the brainchild of three ex-Samsung Electrics employees, the brow device used 2,400 tiny nozzles and printing technology to give users their desired look. The device also relied on L’Oréal’s Modiface AR technology to scan the user’s face and make recommendations for microblading, micro-shading or filler effects.
“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 personalised eyebrow look at home based on their natural brow and facial features,” L’Oréal said.
Guive Balooch, global head of L’Oréal’s research and innovation tech incubator, said: “Often, we find a brilliant technology that is being 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.”
3D-printed personalised skin supplements
Johnson & Johnson also unveiled a 3D-printed, personalised skin health supplements offering under its mass skin care brand Neutrogena, developed in collaboration with UK customised nutrition firm Nourished and set to launch in the US firstly in 2023.
Using proprietary technology and a digital skin assessment, the ‘Nourished x Neutrogena Skin360 Skinstacks’ used artificial intelligence (AI) and the latest 3D printing tech to create on-demand dietary supplements crafted with skin care actives to help consumers meet their personal skin goals. The digital skin assessment used over 100,000 skin pixels to analyse more than 2,000 facial attributes and consumers’ skin needs and goals. This data that was then used to identify and recommend a nutrient stack and topical routine for individual users. Customised supplements could then be formulated targeting specific and personalised goals – ageless, clear, hydrate, glow or resilient – using seven layers of vitamins and nutrients in the final supplements. Consumers could purchase a 28-day supply directly via the Nourished website.
“Increased awareness of the link between nutrition and overall health is fuelling rapid interest and growth in beauty supplements. According to research from The Benchmarking Company, 92% of beauty product buyers believe the best way to attain beauty objectives is with an inside-out approach,” Johnson & Johnson’s Neutrogena said.
Roberto Khoury, senior VP at Neutrogena, said: “At Neutrogena, we are grounded in the belief that beauty begins with healthy skin and are proud of a heritage that consistently delivers skin care solutions built at the intersection of science and technology, in a way that makes sophisticated science simple and inclusive for our consumers.”