Jun 28, 2023

L'Oréal Introduces a Motorized Makeup Applicator

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L’Oréal has introduced a new motorized lipstick tool designed for people with limited mobility as part of a push to make its cosmetics more inclusive.

The French beauty giant previewed the computerized applicator, called Hapta, at the Consumer Electronics Show in Las Vegas along with a device called Brow Magic that uses augmented reality to help customers better map and define their eyebrows. The new tools are the latest in a line of gadgetry L’Oréal has developed over the years that tap tech like artificial intelligence and AR to improve its beauty offerings.

MAC's New Tool Combines Virtual Try-On With Makeup Tutorials

The handheld Hapta device uses motion controls and customizable attachments to stabilize and level the lipstick as the user brings it closer to their mouth, making it easier for those with limited motor abilities to steadily apply it.

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Patrick Kulp is Adweek's senior reporter covering emerging tech.

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