5 L’Oréal Hair And Beauty Innovations At Viva Tech: AR, AI, Web3 Driving D&I And Utility


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At this week’s Viva Technology show in Paris, French giant L’Oréal Group delivered some groundbreaking innovations across the beauty spectrum which leveraged augmented reality and artificial intelligence, driving utility, diversity and inclusion — both for real life and the virtual world.

“Using the full arsenal of augmented beauty, data powered diagnostics, smart devices and the new codes of beauty, we are catering for the widest audience possible in increasingly personalized and bespoke ways,” said Blanca Juti, Chief Corporate Affairs & Engagement Officer, L’Oréal Group in a statement.


“Dubbed ‘tech for humans, by humans,’ virtual beauty came courtesy of Maybelline New York and shu uemura–with digital makeup for use via Microsoft Teams, Snap and metaverses like Spatial, Roblox and Zepeto; new personalized facilities by shu uemura and Keréstase harnessed the power of AI and AR; while Lancôme showcased an inclusive beauty device–enabling greater access for those with mobility issues.

Lancôme: HAPTA

Catering to an estimated 50 million people worldwide whose limited fine motor skills can make applying makeup a challenge, Lancôme has developed HAPTA, world’s first handheld, ultra-precise, smart makeup device for those with limited arm mobility. Employing built-in smart motion controls, the device gives the user an improved range of motion via customized magnetic attachments which lock on to a lipstick, enabling 360-degree rotation and 180-degree flexion to guide the application. Available 2024 in the U.S., $149-$199.


Kérastase: K-SCAN

The brand has harnessed artificial intelligence to power scalp and hair smart cameras for scanning and diagnostics. K-SCAN is an AI enabled handheld in-salon device that uses three kinds of light (white, crosspolarized and UV) to analyze all types of hair and scalps giving stylists insights about hair density, hair fiber diameter, level of dandruff or level of porphyrin to make ultra-personalized product recommendations for in-salon treatment and at-home care routines. Comparable technology enables visualization before and after treatment. Global roll out, 2024.

shu uemura: phygital stickers

The Japanese beauty brand has created phygital face stickers for dramatic eye makeup looks inspired by Japanese calligraphy and impregnated with near field communication chips. On opening the Snapchat app, the NFC tech activates an associated augmented reality experience via Snap’s AR lens with effects overlaid on the screen of your smartphone. While it’s more of a fun engagement tool for now, it’s going to be really interesting to see how the tech evolves. Earlier this year, shu uemura launched a tokenized fidelity program in collaboration with Exclusible.


shu uemura: 3D shu:brow

On the more utility side, the brand has created an at-home brow tool for professional level micro-blading, micro-shading and filling. The 3D shu:brow is a smart, handheld applicator that promises personalized eyebrow looks in seconds, based on the user’s natural brows and facial features. Using L’Oréal’s ModiFace AR technology, the device scans the face and makes recommendations before executing the look via 2,400 tiny nozzles and printing technology with up to 1,200 DPI resolution. The 3D shu:brow was developed in partnership with Korean start-up Prinker, known for non-permanent tattoo technology. Available 2024, $149-$199.


Maybelline: beauty app for Microsoft Teams

Following L’Oréal’s metaverse partnerships with Ready Player Me, Zepeto and Roblox on avatar hair and makeup looks, Maybelline New York has joined forces with Microsoft Teams to create the first-ever digital makeup bag for video conferencing. As of this summer, in addition to being able to change their backgrounds, users will have the facility to wear virtual makeup looks as well. The tech is based on Maybelline’s AR try-on services and involves digital representations of real products. There are 12 different looks to choose from which range from natural to bold, taking in eyes, lips and face and the brand has collaborated with the Geena Davis Institute to ensure the looks represent diverse skin colors. Modi Face tech allows you to preview the look before going live.

While there were many more innovations on show across the group, these were the five that resonated for their ingenuity and zeitgeisty nature.

MORE FROM FORBESWhat New AI Twin Product Doppl Means For The Future Of Personal Branding And Our Online PresenceMORE FROM FORBESWhy Metaverse Beauty Week Matters: The Strategic Approach Beyond The Gloss


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Lisa Holden
Lisa Holden
Lisa Holden is a news writer for LinkDaddy News. She writes health, sport, tech, and more. Some of her favorite topics include the latest trends in fitness and wellness, the best ways to use technology to improve your life, and the latest developments in medical research.

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