LAS VEGAS — Cosmetics giant L'Oreal gave CES 2024 a glow-up on Tuesday as the French company debuted several beauty tech devices for hair and skin care.
In fact, L'Oreal Chief Executive Nicolas Hieronimus became the first beauty company executive to give a keynote speech at the annual tech trade show.
He acknowledged that L'Oreal seemed like an odd choice to give a high-profile presentation at a show better known for big-screen TVs and smart home devices.
"You may wonder why we are discussing beauty at CES," Hieronimus said. "Why? Because at L'Oreal we believe that tech can push the boundaries of what's possible, help us improve the lives of consumers around the world and cater to the infinite diversity of beauty needs and aspirations of every individual."
Seven Awards At CES 2024
L'Oreal has exhibited at CES for the past 10 years and has won numerous innovation awards, he said. In fact, the 115-year-old company won seven awards for its products at CES 2024.
During his keynote, Hieronimus and Barbara Lavernos, the company's deputy chief executive in charge of research and technology, showed off some of its beauty tech innovations.
The innovations included Beauty Genius, an AI-powered virtual beauty advisor on your smartphone. The app analyzes your face and recommends skin care and cosmetics products.
Hair-Coloring Brush Is Timesaver
Actress and model Eva Longoria, a L'Oreal brand ambassador, was on hand to promote the Colorsonic hair-coloring brush, which has oscillating bristles to apply color from swappable cartridges.
Longoria said Colorsonic makes the hair-coloring process faster and cleaner.
"What used to take about 30 minutes in my house now takes five minutes," she said.
L'Oreal Promotes Sustainability Efforts
L'Oreal executives also discussed a water-saving showerhead that doesn't compromise on water pressure.
Plus, the company introduced a styling hairdryer that uses patented technology to simulate the effects of the sun and wind to achieve natural drying vs. damaging, harsh drying from a traditional hairdryer.
The AirLight Pro is designed for both beauty professionals and consumers at home. It consumes 31% less energy than leading premium hair dryers, L'Oreal said in a news release.
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