L’Oréal unveils makeup applicator for consumers with limited mobility | Retail Dive

Oct 20, 2024

In an effort to expand accessibility for beauty consumers, L’Oréal last week showcased its new handheld, computerized makeup applicator called HAPTA.

The beauty corporation’s HAPTA technology aims to help those with limited fine motor skills apply makeup more easily using an ergonomic handle with a magnetic attachment at the top, per a company press release. HAPTA also has a “clicking” function that allows users to maintain the application position they’re in, and save it for future use.

HAPTA will be piloted through L’Oréal brand Lancôme this year, beginning with a lipstick applicator and expanding application options 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," Françoise Lehmann, Lancôme global brand president, said in a statement. "With HAPTA we are going one step further by making beauty more accessible to use, because everyone should have equal access to it."

Along with HAPTA, L’Oréal also released a new eyebrow makeup applicator called L’Oréal Brow Magic, which offers in-home AR technology through a handheld device with 2,400 tiny nozzles to print a recommended shape onto a user’s brows. The technology will officially launch this year, with the goal of providing more precise eyebrow application without the need for more invasive procedures like microblading.

L’Oréal isn’t the only beauty company interested in making the industry more inclusive, however. Estée Lauder on Wednesday released a voice-enabled makeup assistant mobile application to help visually impaired users apply makeup. Guide Beauty was created by founder Terri Bryant in 2020 to help makeup users have an easier time using products. Bryant founded the brand following her Parkinson’s disease diagnosis, and brought on actress Selma Blair — who has multiple sclerosis — as chief creative officer.

Guide’s patented design eyeliner applicator uses a “wand” shape with a built-in finger rest and a window on the tip for application visibility.