L'Oreal's HAPTA: How a Creative Marketing Solution is Improving Inclusivity and Brand Awareness
Morals. Ethos. Ethics. Whatever you want to call it- we all have them right? Things our brain tells us are right, wrong, and what we think should be done better.
Our businesses have them too- don’t they? Businesses stand for things- brands make statements about inequalities and participate in raising awareness for subjects the media doesn’t talk about enough. But is it all for the sake of what is right or wrong? Or are these marketing campaigns a win-win for brands and those affected alike?
L'Oreal, the French cosmetics giant, made headlines at this year's Consumer Electronics Show in Las Vegas with the presentation of its new portable makeup applicator: HAPTA. Developed in partnership with Verily, a life sciences research company of Alphabet (Google's parent company), this innovative device aims to help people with limited mobility or tremors to independently apply makeup! Just like every human should if they so choose.
But HAPTA is not just a product, it’s a creative solution that shares L'Oreal's commitment to inclusion and innovation in a completely new light. It’s an excellent example of how companies can use creative solutions to improve their products AND their marketing strategy!
The story behind HAPTA is a story of empathy. Empathy and understanding of the needs of a particular group of people, and in this case, L'Oreal realized that for people with limited mobility or tremors, applying makeup can be a frustrating and difficult task. So after internal discussion, the company set out to create a solution that would make the process easier and more accessible. And BOOM! HAPTA was born.
Here are all the details: HAPTA is a small and lightweight device that looks like a discreet, sleek, stylish makeup tool. However, it’s equipped with advanced technology that allows users to accurately and easily apply makeup- no matter the circumstance. The device uses a combination of sensors and algorithms to detect the user's face and guide them through the application process. The user can pre-set the position to be stabilized during use, enabling 360 degrees of rotation and 180 degrees of flexion no matter the position of the arm or hand.
By addressing a specific need and finding a solution that meets this need, L'Oreal has created a product that not only serves a specific group of people- but also shows its company's commitment to innovation and inclusion. It’s a powerful storytelling hook that can be used to showcase a company's brand values and mission. After all, all their motto is "because you’re worth it!”
In addition, by working with Verily, L'Oreal has also partnered with a well-known and respected technology company, which ended up increasing the brand's awareness and credibility!
In conclusion, L'Oreal’s HAPTA is not just a product, it is an innovative and creative solution that meets a specific need and demonstrates the company's commitment to inclusion and innovation. Feel inspired yet?
AUTHOR: Jacqueline DiPietro