Introducing HAPTA

It is estimated that 50 million people worldwide have limited fine motor skills. This makes some everyday movements, such as applying makeup, challenging. Developed by L’Oréal scientists and engineers, HAPTA is a handheld ultra-precise smart makeup applicator for users with limited hand and arm movement, enabling them to apply lipstick steadily at home. HAPTA will use technology originally created by Verily to stabilize and level utensils, allowing people with limited hand and arm movement to eat with confidence and independence.

The key to HAPTA is its combination of built-in intelligent motion controls and customizable attachments that provide users with a greater range of motion, improved ease of use for difficult-to-open packages, and precise application that would otherwise be difficult to achieve to help individuals feel confident, independent and empowered to enjoy the self-expression of beauty.

“Inclusivity is at the heart of our innovation and beauty technology strategy,” said Barbara Lavernos, L’Oréal’s Deputy CEO for Research, Innovation and Technology. “We are committed and passionate about bringing new technologies that power beauty services to enhance and meet the ultimate desires, expectations and unmet needs of every individual.”

How does it work ?

HAPTA is equipped with a magnetic attachment that allows for easy ergonomic use, 360 degree rotation and 180 degree bending. The “click” feature allows the user to intuitively set the desired position, which remains in place during use, and allows the user to lock in custom settings for future use. HAPTA has a built-in battery (3 hours to fully charge) and a device charge that allows for 1 hour of continuous use (approximately 10+ times).

HAPTA’s leveling device will be trialed at Lancôme, a division of L’Oréal, in 2023, first with a lipstick applicator and then in the future for other makeup applications.

“For many years, Lancôme has been committed to providing every woman with a beauty solution tailored to her needs. Beauty technology allows us to fulfill this mission in a more powerful way, revolutionizing the way we develop beauty products and services and enabling greater personalization,” said Françoise Lehmann, President of Lancôme Global Brands. “With HAPTA, we’re taking it a step further and making beauty products more accessible because everyone should have equal access to it.”

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