L'Oreal Hapta handheld computerized makeup applicator

                    The marketing news I choose to read is about L'Oreal's newest makeup applicator because cosmetics have so many options every day so it is hard to come up with new ideas in the beauty industry. Their new product definitely grabbed my attention because I had never seen it before and never really thought about it. They are still working on improving the product before launching it however they already have an ad for it and letting people know about their upcoming product.

                   This article is written by Pattrick Kulp, in the article he mentioned L'Oreal corporate with a technology development company named Verily Life Science to come up with a new lipstick applicator that will make applying lipstick for people with limited mobility easier by using artificial intelligence. Guive Balloch, global vice president of L'Oreal said "About one in ten people live with some type of motor skill limitation, which is an enormous population of people, and what we can tell is that something as simple as putting on a lipstick or mascara can completely change someone’s self-confidence." Along with that he also mentioned another artificial intelligence makeup tool to identify face shapes and features to find the best suit eyebrow for their consumers. Still, we will only focus on their lipstick applicator today. The two companies have different value propositions but come together as innovation and generating and applying evidence.

                      L'Oreal has done a very good job of addressing a big problem that has always been there but not many brands noticed and find a solution for that. They introduce their new products by opening the video with their customers talking about their lives and gain sympathy by ending the video saying "our world is diverse and we want to be part of the beauty world just as much as everyone else" and "tech for good, beauty for all". I really like how they condense and quoted their new product in a very understandable way. This also suits L'Oreal's value proposition as well, because whenever I think of L'Oreal I think of an elegant, soft but also customer-friendly brand so this whole ad did a good job of approaching their customers as well as their new customers by representing their brand also their new aspect of the brand. They were very good at choosing their models in the video because when I was watching the ads I feel very friendly and close to their brand, many brands usually have actual models that look stunning in their ads, and sometimes it does create a distance between customers and products but L'Oreal stated their main purpose of the new product which is diverse and included by choosing their models from different ages, ethnicities, and beauty, as well as what they say and how they say it. 

                    Based on this article and other sources that I read L'Oreal is trying to improve this product by advancing it to only need a part of the body to work the product because their product still needs two parts of the body to work it out. They did not mention or show this in their ads but this product also needs some work on making the product easier to carry around or travel with it. I would say they have done a lot of good on this product still it could be better. Also, there are so many different disabilities that need to address so if they want to they could put more capability to address but it would take a while. Moreover, their marketing approach for the new product is not new or unique because there are many other brands that have done with the same style before. But what makes them unique is the products and their potential customers. Since they mentioned about diverse to end their ads I haven't seen many ethnicities and gender in the video. Makeup is for everybody and everybody like to make up. A lot of makeup brands in Korea have males to model their skincare and makeup products, or "calling all creators, Adidas" recently included so many different ethnicities in their videos as well. If I get to do their official ad for this product I would include different people with ethnicities and genders, and personalities in the video, personally, as much as I like their ad I feel like it ended the video somehow a little sad and not very positive energy. I would also make it in an open area, together instead of separating each of them. I think it is very important to include everyone in it. 

                    By doing research for this assignment, I learned that there are so many people who come from different background with a lot of problems that the world have not paid enough attention, to and figure out how we could do it better, make it easier for them. Besides that, I see that artificial intelligence is very smart but they still need more improvement to work for us. I not just learned but also gained more empathy for other minority groups. I'm glad that L'Oreal decided to make a step toward the community to address a big problem not many people or corporations pay attention to. 

                    

                        Sources

https://verily.com/

https://www.loreal.com/en/

https://www.adweek.com/commerce/loreals-motorized-makeup-applicator-is-designed-for-people-with-limited-mobility/

https://www.engadget.com/loreal-hapta-lipstick-applicator-at-ces-2023-080653733.html

https://www.youtube.com/watch?v=LShT-_oi7uQ&t=72s