CES 2021: L’Oréal Unveils Water Saver, a Sustainable Haircare Technology

An exceptional personalized beauty experience while embodying our commitment to sustainability

During the 2021 Consumer Electronics Show, the world’s premier consumer technology conference, L’Oréal unveiled its new Beauty Tech innovation: L’Oréal Water Saver, a sustainable haircare system for the salon and at-home beauty routine, developed with environmental innovation company Gjosa. The system represents a new way to wash and care for your hair: one that saves water while improving upon luxury and efficiency through advanced technology.

Water Saver: A Personalized Water-Optimization Haircare

L’Oréal Water Saver is a first-of-its kind product that incorporates L’Oréal’s century-long legacy of formulation expertise with water-optimizing technology that applies the principle of air fractioning used in rocket engines to water flows. 

Water droplets collide according to a defined direction and uniform distribution. This reduces the water droplets size by 10X and accelerates their speed, ensuring every drop of water is used in the hair washing and rinsing process while making shampoos, conditioners, and other treatments easier to rinse.

3 breakthrough product features:

  • High water velocity and 80% water reduction compared to standard hair washing: the L’Oréal Water Saver platform uses two liters per minute, compared to the household standard eight liters, and with no detectable difference in pressure.
  • Patented Cloud Cleansing with Kérastase and L’Oréal Professionnel - a brand-new haircare experience: by infusing specially designed, micronized haircare formulas directly into the water stream, L’Oréal Water Saver creates droplets that are 10 times smaller, for better absorption and faster rinsing.

  • Data dashboard and impact reporting: Water and cost-saving data is tracked in an app. The in-salon dashboard provides salon owners with a history of treatments in addition to tracking reduction of water, energy and cost. 

A second announcement at the CES 2021: the launch of YSL Personalized Lipstick Rouge Sur Mesure By Perso

L’Oréal also announced the first consumer launch of its award-winning Perso technology. Introduced at CES 2020, Perso is a an AI-powered at-home system that represents the ultimate in beauty personalization.

L’Oréal launches Yves Saint Laurent Rouge Sur Mesure Powered by Perso, a first-of-its kind at-home device for personalized lipsticks.This sleek AI-powered device, originally developed by the L’Oréal Technology Incubator, utilizes color cartridge sets from YSL’s iconic universes of red, nude, orange or fuchsia. 

Users of the Perso system can create thousands of bespoke shades of YSL’s Velvet Cream Matte Finish lipstick with a single touch.

Discover more about YSL Rouge Sur Mesure By Perso



L'Oréal Technology Incubator

Both L'Oréal Water Saver and the YSL Rouge Sur Mesure by Perso were developed by the L'Oréal Technology Incubator. 

Designed as a startup within the Research & Innovation division, L’Oréal’s Technology Incubator is dedicated to developing and launching groundbreaking new beauty technologies. The Incubator partners with top universities, startups, and experts in a diverse range of fields to spark new innovations at L’Oréal.  

“Our work at the L’Oréal Technology Incubator for the past decade has been committed to merging beauty with technology. Our goal is to challenge ourselves to reinvent the beauty experiences we know to create better, more efficient, and more personalized results for our consumers.”

Guive Balooch, Head of the L’Oréal Technology Incubator



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