Cosmetics giants showcase digital beauty innovations at CES 2019

By

Sarah Ahssen

Translated by
Nicola Mira

Published
Jan 9, 2019

The Consumer Electronics Show (CES) 2019, the world’s premier trade show for consumer electronics, opened in Las Vegas on Tuesday January 8. CES runs for four days and brings together nearly 4,500 exhibitors from several countries, all of them showcasing their latest hi-tech digital innovations, a domain now fully embraced by the world’s beauty giants too.

It is the case for example of US personal care and beauty leviathan Procter & Gamble (Gillette, Oral-B, etc.). For its first appearance at CES, P&G is presenting no less than six innovations. Among them, the Oral-B Genius X toothbrush, which gives personalised feed-back on brushing effectiveness via its AI features. In the skincare category, Procter & Gamble is presenting the Opté Precision Skincare System, a device which, thanks to a digital camera and a micro jet printer combined with a skin colour algorithm, detects hyper-pigmentation areas and enables users to apply Opté’s skincare serum in a targeted fashion.

For the L’Oréal group, CES 2019 is the opportunity to introduce My Skin Track pH by La Roche-Posay, a portable device with a sensor and dedicated app that is able to track variations in skin pH and to suggest personalised skincare product combinations. This prototype was awarded the CES 2019 Innovation prize for the Wearable Technology Products category. 

“This new prototype represents the next stage in La Roche-Posay’s journey into the world of beauty technology. Our pledge is to enable consumers to directly benefit from scientific innovations, so that they can take the best possible care of their skin,” said Laetitia Toupet, General Manager of La Roche-Posay. Last November, the company launched an individual UV sensor, My Skin Track UV by La Roche-Posay, now exclusively available on the Apple Store in the USA. To begin with, My Skin Track pH will be launched in 2019 with La Roche-Posay’s partner dermatologists in the USA, with the goal of gathering new operational data to eventually make the product directly available to consumers.
 

French industrial group Baracoda, via its CareOS company, is instead introducing Artémis, a smart mirror with several functions, including the possibility of featuring augmented reality tutorials. The technology has been developed by CareOS working with the likes of Wella Professionals, the professional haircare brand owned by US cosmetics group Coty. The two companies together are also presenting a Smart Mirror which, again employing augmented reality features, enables users to test hair colour shades.

Finally, among other innovations, skincare specialist Neutrogena (owned by the Johnson & Johnson group) is introducing Neutrogena MaskiD, a technology capable of generating 3D-printed personalised facial masks.