2024.07.10
Supporting Makeup for People with Disabilities in Their Hands & Arms: L'Oréal's Ultra-Precise Makeup Applicator “HAPTA”
With the progress of technology, the beauty industry continues to evolve radically. Leading the field of Beauty x Technology is L'Oréal, the world's largest cosmetics manufacturer based in France. At CES (Consumer Electronics Show) 2023, the technological prototype HAPTA, which broadens the scope of beauty expression, won the Innovation Award.
“HAPTA” is a portable, ultra-precise smart makeup applicator that enables people who have difficulty with fine motor skills or the elderly to apply lipstick at a consistent standard even at home.
The combination of built-in smart motion control and customizable attachments allows for a wide range of movements, making it easier to open hard-to-open cosmetic containers and apply makeup to areas that were previously difficult to reach.
As L'Oréal's philosophy suggests, technology has significantly advanced the future where beauty becomes more accessible and equally attainable for everyone.
HAPTA assists in increasing the user's autonomy, confidence, and self-expression in beauty. We spoke to Guive Balooch, Head of L'Oréal's Research & Innovation/Technology Division, about the birth, development, and future of Beauty x Technology through HAPTA.
PROFILE
Guive Balooch
He obtained a Bachelor's degree in Molecular and Cell Biology from the University of California, Berkeley, and a Ph.D. in Biomaterials from the University of California, San Francisco. After researching cell mechanics as a postdoctoral fellow at Stanford University, he engaged in the development of new antibodies for bone-related diseases in the pharmaceutical industry. He joined L'Oréal's Research & Innovation team in 2008 and led the HAPTA project as the manager responsible for building collaborations with startups and universities.
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