[Narrator] Wired Brand Lab is here at CES

to discover new products that intersect

at the most interesting parts

of tech and the beauty industry.

[upbeat music]

Two of the 2023 CES Innovation Award winners

are from L'Oreal,

earning the nod for their capacity to create accessibility

to many while encouraging self-expression

for individual users.

So since we've been coming in 2016

we've launched a product every year at CES.

We try to come to CES now with a story,

a story that's user-centric about solving big problems

that only technology can help us solve it.

[Narrator] L'Oreal released two products at CES this year.

The first is called Hapta.

Hapta is the world's first handheld

computerized makeup applicator.

Created for users who experience limited hand

or arm mobility and cannot currently apply cosmetics

how they want.

Hapta is a handheld computerized device

that is self-leveling and also robotic.

In the US itself, there's about 50 million people

who suffer from different mobility issues.

The goal is to keep the lipstick at the same angle

as you first held it and your range of motion won't limit

at what angle you're applying the lipstick.

So everything can be done with one hand.

You just take the lipstick out,

insert it into the attachment,

lift the base of the product, attach it to the device.

No need to even press a power button.

[Narrator] The second innovation by L'Oreal is Brow Magic,

a first of its kind custom eyebrow makeup applicator.

It essentially prints brows onto your face

with microblading precision using new cutting edge

pre-visualization and mapping technology.

In order to make this work,

we needed to be able to do three things:

understand the existing shape of the brow,

let you see what you're going to create

and make sure that's achievable.

When the user first opens the app,

the app guides them to take the perfect selfie.

Then they go to an augmented reality try-on

where we've recommended the perfect brow

for that face shape.

But then they can go in and they can edit it,

make it thicker, make it wider.

When they've created something that,

in the app looks perfect for them,

rendered on their face, they send that to the device.

The device itself has multiple sensors and inside.

First it has a micro inkjet printer with cosmetic grade ink.

Second, it has optical sensors and light

that can detect the hair perfectly and it has accelerometers

inside that know how fast you are swiping

so that it can print at the speed that you're swiping.

Part of our mission in L'Oreal

has been beauty for all and beauty for every person.

We don't want to leave anybody out,

no matter who they are,

no matter what their motor skills are,

no matter what their skill levels are.

Making sure everybody's included

in our beauty product experiences in L'Oreal.