HAPTA is a computerised handheld makeup applicator aiming to assist more than 50 million people globally that live with limited fine motor skills, and thus find some daily tasks – such as applying makeup – challenging.
The revolutionary HAPTA technology
L’Oréal scientists and engineers, therefore, created HAPTA, an ultra-precise, smart makeup applicator to support users with limited hand and arm mobility, granting them the ability to apply steady lipstick at home.
HAPTA will also support users when opening hard-to-open packaging, through a combination of built-in smart motion controls and customisable attachments to provide a broader and improved range of motion.
Magnetic attachments allow the device to achieve 360 degrees of rotation and 180 degrees of flexion. It also boasts a “clicking” feature, which allows the user to set the intended application position, stay in position, and lock in a customised setting for future use.
HAPTA comes with a built-in battery which takes three hours to full-charge while providing approximately 10+ applications or one hour of continuous use.
“For L’Oréal, the future of beauty is inclusive. And this future will be made more accessible by technology,” said Nicolas Hieronimus, CEO of the L’Oréal Groupe. “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.”
The new device will incorporate technology originally created by Google’s sister company, Verily, designed to level and stabilise utensils to support people with limited hand and arm mobility when eating.
How L’Oréal is promoting inclusivity through HAPTA
By enabling users to apply makeup precisely, HAPTA will enable individuals to feel independent, confident and empowered while expressing themselves through beauty products.
“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 bringing new technologies powering beauty services that augment and reach every individual’s ultimate desires, expectations, and unmet needs.”
L’Oréal-owned Lancôme will pilot the device with a lipstick applicator in 2023, 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 fulfil this mission in an even more powerful way, revolutionising 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.”