At this year’s Consumer Electronics Show (CES) in Las Vegas, L’Oréal Group CEO Nicolas Hieronymus announced the company’s latest innovations in the hair care space and the launch of the AirLight Pro hair drying tool, a technology that won the CES 2024 Innovation Award. Announced.
Designed in partnership with hardware startup Zuvi, the device features Zuvi’s patented “LightCare technology applied to blow dryers,” which “uses infrared light and high-velocity air to We are creating the first generation of products that efficiently dry water on the surface of the hair. Leaves moisture deep within the hair,” L’Oréal’s press release details.
Following the CES announcement, the release said, “AirLight Pro will be launched in select markets, including the United States and Europe, by salon professional brand L’Oréal Professionnel in 2024 for both beauty professionals and consumers.” confirmed.
To learn more about AirLight Pro, including the R&D process behind its launch, Zvi’s role in designing and manufacturing the device, and the potential impact of innovation in the hair care tool space, CosmeticsDesign, Global President of Augmented Beauty, I interviewed one Guive Balooch. Thank you to her Open Innovation at L’Oréal for her insight. Ms. Balooch has been with L’Oréal for her 17 years and launched the L’Oréal Technology Incubator about 12 years ago. The incubator has since grown and become part of the company’s expanded beauty division.
CDU: Can you explain the concept, R&D, and launch process of AirLight Pro?
Gib Baluch (GB): The story behind AirLight Pro is that for the past 100 years, we’ve been using convection heating when drying hair. These rods, which turn orange, get very hot and force the air out of the hair dryer. Because it has to generate heat hot enough, a lot of heat is dissipated into the air and wasted, which is not good for your hair. Hair dryers have been made this way forever, until this new product came out.
AirLight Pro is a collaboration between L’Oréal and Zuvi, a hardware startup founded by drone engineers and leading scientists. This is a revolutionary hair dryer that eliminates damage while providing excellent performance.
When developing AirLight Pro for hair care professionals, our team understood that in addition to being able to care for hair and provide excellent professional performance for all hair types, it could also significantly reduce energy consumption at the same time. did.
A team of more than 100 engineers, designers, hairdressers, and scientists from both companies contributed to AirLight Pro, creating a cutting-edge professional hair drying tool that breaks performance barriers. AirLight Pro was tested by L’Oréal on over 500 people with different hair types.
The product will be launched by salon specialty brand L’Oréal Professionnel in European salons this spring/summer, followed by U.S. salons, and to U.S. and European consumers by the end of the year, followed by 2025. It is scheduled to be rolled out worldwide. Pro is both a paradigm shift in hair drying innovation and an environmental breakthrough.
CDU: Can you share some information about Zuvi and its role in product development?
GB: At L’Oréal, we have deep scientific and industry expertise in hair care for all hair types (curly, straight, coiled), from the cellular level to the fiber. Zuvi brings engineering expertise that is a perfect complement to our work.
Together, we are able to develop and deliver the next generation of hair drying tools for beauty professionals and consumers that focus on hair care through breakthrough technology. L’Oréal and Zvi have developed a first-generation product that uses infrared radiation and high-velocity air to efficiently dry moisture on the surface of the hair, leaving moisture inside the hair.
We believe so much in this partnership that L’Oréal has also made a minority investment in Zuvi through our corporate venture fund, BOLD Business Opportunities for L’Oréal Development.
CDU: How is AirLight Pro different from similar products currently available to consumers?
GB: AirLight Pro is a revolutionary professional hair dryer that combines infrared technology and wind to care for your hair, delivering up to 33% more moisture, up to 59% more visually smooth hair, and less drying. Save time. Enhanced user experience based on feedback from leading professional stylists. It can also reduce energy consumption by up to 31%.
Unlike traditional heated hair dryers, AirLight Pro is equipped with a special high-speed motor and patented infrared technology, designed to quickly dry hair without producing excessive heat. . By efficiently drying the moisture on the hair surface, the moisture inside the hair remains inside the hair, leading to smooth and shiny hair.
In addition to caring for your hair and the planet, we’ve made this device smart. It features a connected app that automatically recognizes attachments and optimizes settings accordingly, allowing for greater customization.
CDU: What is the potential impact of the AirLight Pro launch on cosmetics and personal care product manufacturers and suppliers?
GB: The hair drying experience has remained largely unchanged for over 100 years. We always aim to solve long-standing challenges for professionals and consumers, and we are focused on this opportunity to reinvent hair drying and make it care for hair and the planet.
CDU: What criteria did this device use to win the CES 2024 Innovation Award?
GB: AirLight Pro is a CES 2024 Innovation Award winner in the Digital Health category. The program recognizes winners in consumer technology product categories and selects the highest rated products in each category. The jury for this award includes designers, engineers, and media professionals from the consumer technology industry.
CDU: Does L’Oréal have plans for further innovation and development in the hair care technology field?
GB: L’Oréal’s research and innovation team is always looking ahead to what’s next and is passionate about continuing to develop beauty technologies in the hair care field.
With scientific and industry expertise in hair care, L’Oréal continues to stand out with cutting-edge hair care technology. In recent years, L’Oréal has introduced other hair care innovations at his CES, such as the L’Oréal Water Saver by L’Oréal Professional. Josaand L’Oréal Paris Colorsonic.
We’re already looking forward to what’s next at CES 2025.
