What’s a beauty company doing at CES, the most powerful tech event in the world? Find out from the expert, L’Oréal’s augmented beauty and tech leader, Guive Balooch. He explains how the best beauty outcomes are far more than skin deep. Advanced engineering and chemistry underpin L’Oréal products so that consumers of all types can look and feel their best. From biotech and synthetic biology to AI and augmented reality, L’Oréal is helping individuals customize how they show themselves to the world. In this episode of CES Tech Talk, you’ll discover that:

• L'Oréal was founded 110 years ago by a chemist. Today, it’s the largest beauty company in the world with 35 well-known brands.
• As the dominant player in beauty-sector accessibility, L’Oréal has applied AI to deliver HAPTA and Brow Magic as counters to limited mobility; these devices, respectively, allow users to expertly apply lipstick and shape eye brows.
• With six years of AI experience, L’Oréal is now poised to explore generative AI as it continues to develop the future of beauty through science and technology.
• Moving to the metaverse, L’Oréal recently launched a Microsoft Teams collaboration with its Maybelline brand to explore virtual makeup during conference calls. No physical product needed.