L’Oréal on Perso device launch: ‘We intend for this to be an accessible beauty experience’

By Kacey Culliney contact

- Last updated on GMT

The beauty device will be launched in partnership with a leading L'Oréal skin care brand in 2021 - the exact brand is yet to be confirmed (Image: L'Oréal YouTube video)
The beauty device will be launched in partnership with a leading L'Oréal skin care brand in 2021 - the exact brand is yet to be confirmed (Image: L'Oréal YouTube video)

Related tags: L'oréal, Artificial intelligence, beauty 4.0, smart beauty, Personalisation, personalised beauty

L’Oréal will launch its artificial intelligence (AI) at-home skin care device Perso globally next year and the beauty major says it plans to make the product accessible to all.

The unveiling of the 6.5-inch 450g device​ at the Consumer Technology Association (CES) 2020 tradeshow in Las Vegas last week garnered plenty of industry attention. AI-powered with a built-in, patented motorised system, ‘Perso’ can create personalised skin care formulas for consumers, including moisturisers, serums and under-eye creams, based on real-time data and trend analysis.

The beauty major said the device will launch in partnership with a “leading L’Oréal skin care brand” ​internationally in 2021.

Beauty device potential across ‘multiple brands’

Speaking to CosmeticsDesign-Europe, Guive Balooch, head of L’Oréal’s Technology Incubator, said which brand would be launched alongside the device remained to be finalised.

“This technology could be applied to multiple brands across our portfolio, but we have not yet determined the rollout strategy at this time,” ​Balooch said.

L’Oréal’s go-to-market plan would be finalised soon, he said, and would, long-term, also involve applications beyond skin care, including personalised foundation and lipstick formulas.

“We are absolutely aiming to launch internationally in 2021, but because the device is currently a prototype, are unable to provide specific details at this point.” 

Perso to tap into ‘beauty for all’ strategy

Perso stands at 6.5 inches tall and weighs 450g (Image: L'Oréal)
Perso stands at 6.5 inches tall and weighs 450g (Image: L'Oréal)

Balooch said Perso had been created to provide a “truly personalised beauty experience at home”​, all of which took just two minutes – from the skin and environment analysis to the actual dispensing of finished personalised product.

Asked who the target consumer was for the device, he said: “We see Perso as an example of our company mission of ‘beauty for all’. This device is for anyone seeking a personalised beauty experience tailored just for them.”

“…The exact pricing will be determined as we get closer to launching the product, but we intend for this to be an accessible beauty experience.”

Japanese personal care major Shisheido launched its ‘Optune’ personalised skin care system in July last year,​ running it as a subscription-based service at a cost of around €82 per month.

How Perso works

Linked to a mobile app and reliant on L’Oréal’s ModiFace tech, the device analyses a user’s overall skin condition from a photo uploaded through their smartphone, looking at aspects like deep wrinkles, fine lines, the appearance of dark spots and pore visibility. The device then assesses local environmental conditions based on geo-location data that could influence skin condition, including weather, temperature, pollen, UV index and humidity, before asking users to add in any personal skin care concerns via the app. Consumers also have the chance to add in product preferences, such as preferred texture and hydration level. Based on this analysis, the device then blends a personalised skin care formula and dispenses it in a single dose on top of the device. A detachable mirrored top gives the option to take a single or larger dose with them on-the-go. Automatic refills are then tracked and managed through the app.

Related topics: Brand Innovation

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