According to L’Oreal, the “HAPTA” device is the world’s first handheld, computer-controlled makeup applicator; to help people with reduced mobility
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Many of us apply our favorite lipstick, mascara or blush in a light, airy way, without much physical effort. But there are millions of people for whom applying makeup is a much greater challenge.
French cosmetics giant L’Oreal unveiled a new wearable makeup applicator called HAPTA at this year’s Consumer Electronics Show (or CES) in Las Vegas, which aims to help people with limited mobility or tremors apply makeup on their own.
The device was developed in collaboration with Verily, a life sciences research company within Alphabet, which is also the parent company of Google.
“An estimated 1 in 10 people in the US has some type of fine motor challenge. Most of us know someone or have someone in our family who is facing this challenge,” said Guive Balooch, global vice president of L’Oreal’s technology incubator.
The device consists of a base, applicator and attachment that magnetically snap into place and rotate 360 degrees for easy use.
“We’ve thought long and hard about how we can target technology to meet the beauty needs of people with limited hand and arm mobility,” he said.
According to Balooch, HAPTA incorporates technology originally developed by Verily to stabilize and level the applicator.
Built-in smart motion sensors detect patterns of essential shakes and unintentional movements when held. The device, he said, adapts to these rhythms to aid in even makeup application.
It also has a built-in rechargeable battery that allows for about an hour of continuous use on a full charge.
The initial functionality of the device is to assist in the application of lipstick. While L’Oreal was piloting HAPTA with its Lancme lipstick brand at CES, Balooch said the goal is for users to ultimately be able to fit any lipstick brand into the device and expand use to other makeup applications as well, including foundation, blush and mascara.
L’Oreal expects to launch HAPTA by the end of the year at an estimated price of $150-$200.
L’Oreal debuted another invention at CES called Brow Magic, a handheld electronic eyebrow makeup applicator for creating custom brow shapes. It developed Brow Magic with Korean technology company Prinker, a maker of printed non-permanent tattoos.
Users can download the Brow Magic app and use it to scan their face by choosing a desired shape and thickness of the brow they want to create.
After applying a Brow Magic primer through the eyebrows, users run the printer over the eyebrow in a single motion.
The device uses 2,400 tiny nozzles and print technology with a print resolution of up to 1,200 drops per inch (dpi) to deposit removable ink on the skin. Each ink cartridge should last six months.
The last step involves applying a top coat to fix the shape. The printed brow shape can be removed with makeup remover.
Balooch said Brow Magic should also launch in late 2023 and will cost between $150 and $200.
Information from CNN was used in this story.