L'Oréal says it will make users feel 'empowered'

L’Oréal designs motorised make-up applicator for people with limited mobility so they can ‘steadily apply lipstick at home’

  • L’Oréal has created a lipstick applicator designed for those with limited mobility
  • The motorised, handheld device aims to make cosmetics more inclusive
  • According to the company, its HAPTA device will make users feel ’empowered’
  • READ MORE: L’Oréal launches Brow Magic device that uses augmented reality to create and draw your perfect EYEBROWS 

L’Oréal has created a new high-tech motorised make-up applicator for users with limited hand and arm mobility – saying ‘the future of beauty is inclusive’.

According to the brand, its HAPTA device is the ‘the first handheld, ultra-precise computerised makeup applicator designed to advance the beauty needs of people’ with limited mobility. 

The company notes that some 50 million people globally are estimated to live with limited fine motor skills, which can make applying make-up difficult.

To tackle this issue, and enable people to steadily apply lipstick at home, L’Oréal has created the device which uses technology previously used in utensils designed to help people with mobility issues eat independently and confidently.

L’Oréal has created a new device called HAPTA (pictured), a make-up application tool for use by people with limited arm and hand mobility

It says HAPTA boasts a ‘combination of built-in smart motion controls plus customisable attachments’ which help the user with a range of activities.

These include ‘increased ease of use for difficult-to-open packaging, and precision application that is otherwise hard to achieve’.

This, it believes, will help those with limited arm and hand mobility to feel more confident and independent, as well as feel ’empowered to enjoy the self-expressive power of beauty’.

According to Nicolas Hieronimus, CEO of the L’Oréal Groupe: ‘For L’Oréal, the future of beauty is inclusive. And this future will be made more accessible by technology. 

The device is the first motorised beauty tool created by the brand, which says it plans to release further similar innovations in the future

‘The two consumer technologies we are unveiling this year at CES represent the true purpose of our company: to create the beauty that moves the world.’

HAPTA has a magnetic attachment, which L’Oréal claims allows for easy ergonomic use.

Users can set the intended position with a ‘clicking’ feature, so that it stays in position during use, and can be locked in as a customised setting for future use.

The product can be recharged, with a full charge taking around three hours, and offering around an hour of continuous use – or an estimated 10 applications.

HAPTA will be piloted with Lancôme (which is owned by L’Oréal) this year, with further make-up application tools to follow in the future.

L’Oréal Brow Magic uses AR technology to scan your brow, recommending the perfect shape and thickness, before using a 2,400 tiny nozzles and printing technology to draw your brows. Pictured: A man testing out the smart brow applicator at the Consumer Electronics Show

Françoise Lehmann, Lancôme Global Brand President, said: ‘For years, Lancôme has sought to provide every woman with beauty solutions adapted to their needs.

‘Beauty tech has enabled us to fulfil this mission in an even more powerful way, revolutionising the way we develop beauty products and services and enabling greater personalisation. 

‘With HAPTA we are going one step further by making beauty more accessible to use, because everyone should have equal access to it.’

HAPTA was unveiled by L’Oréal at the 2023 Consumer Electronics Show (CES) in Las Vegas last week alongside another of its innovations – the Brow Magic device.

The product uses augmented reality (AR) to draw on your perfect eyebrows – making microblading, threading and waxing a thing of the past. 

Developed in a partnership with Prinker, a company which specialises in printed, non-permanent tattoos, the technology scans the user’s face and makes recommendations on the best ways to shape your brows. 

It is the first electronic brow make up device created. It is a handheld, lightweight device (pictured), that can work within seconds, L’Oréal said

AR layers computer-generated images on top of an existing reality. In this instance, computer-generated images of the perfect brow for that user will be layered on top of the image of their existing brow. 

Users brush a primer through their brows and then use a handheld device to swipe across each eyebrow in a single motion, before applying a final top coat.

The brow applicator uses 2,400 tiny nozzles and printing technology to apply up to 1,200 drops of printing resolution per inch.

The new make-up machine, however, does not work like a semi-permanent tattoo. The painted-on eyebrows can be taken away immediately using make-up remover if you decide it’s not the right shape or it’s too thick.

The handheld, lightweight device is the first electronic brow make up device created, according to L’Oréal .

Read more:

Forget microblading! L’Oréal launches Brow Magic device that uses augmented reality to create and draw your perfect EYEBROWS 

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