L’Oréal Launches Computerized Makeup Applicator to Help Makeup Application for People With Limited Mobility

HAPTA computerized makeup applicator © Courtesy of L’Oréal

Striving towards making the beauty industry a more inclusive place, L’Oréal has launched a new technology prototype, HAPTA, the first handheld, ultra-precise computerized makeup applicator. The tool is designed to uplift the beauty needs of people with limited hand and arm mobility.

“Inclusivity is at the heart of our innovation and beauty tech strategy,” said Barbara Lavernos, Deputy CEO in Charge of Research, Innovation and Technology at L’Oréal. “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.”

An estimated 50 million people globally live with limited fine motor skills. This makes some daily gestures, like applying makeup, challenging. Under development by L’Oréal scientists and engineers, HAPTA is a handheld, ultra-precise smart makeup applicator for users with limited hand and arm mobility, offering them the ability to steadily apply lipstick at home.

HAPTA translates to science of touch, and incorporates technology that was originally created to stabilize utensils, which gave people with limited fine motor skills the capacity to eat with confidence and independence.

“For L’Oréal, the future of beauty is inclusive,” said Nicolas Hieronimus, CEO of the L’Oréal Groupe. “And this future will be made more accessible by technology.”

makeup applicator
© Courtesy of L’Oréal

The key to HAPTA is its combination of built-in smart motion controls plus customizable 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 to feel confident, independent, and empowered to enjoy the self-expressive power of beauty.

HAPTA is equipped with a magnetic attachment that allows for easy ergonomic use enabling for 30 degrees of rotation and 180 degrees of flexion. A “clicking” feature allows the user to intuitively set the intended position, stay in position during use, and allow for the user to lock in customized settings for future use. HAPTA comes with a built-in battery (three hours to full charge) and device charging, which results in one-hour continuous use (approximately 10+ applications).

HAPTA’s levelling device will be piloted with L’Oréal-owned Lancôme in 2023, first with a lipstick applicator followed by additional makeup applications in the future.

“For years, Lancôme has sought to provide every woman with beauty solutions adapted to their needs. Beauty tech has enabled us to fulfill this mission in an even more powerful way, revolutionizing the way we develop beauty products and services and enabling greater personalization,” said Françoise Lehmann, Lancôme Global Brand President. “With HAPTA, we are going one step further by making beauty more accessible to use, because everyone should have equal access to it.”

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