L’Oréal gets serious about the beauty of technology

Nicolas Hieronimus, the chief executive, will reveal the beauty company’s latest product launch at the CES conference in Las Vegas
Katie Prescott
, Technology Business Editor
The Times
L’Oréal’s computerised applicator allows people with unsteady hands to apply make-up
L’Oréal’s computerised applicator allows people with unsteady hands to apply make-up
L’ORÉAL
Katie Prescott
, Technology Business Editor
The Times

The advance of L’Oréal into the world of technology will be in the spotlight this week when its boss gives the keynote speech at the big consumer technology show.

Nicolas Hieronimus, 60, will reveal the company’s latest product launch for 2024 at the CES conference in Las Vegas.

While the French cosmetics group has been a regular at the consumer electronics show over the past ten years, the involvement of its chief executive this year shows the company’s emphasis on becoming, in its words, a “beauty tech powerhouse”.

Guive Balooch, L’Oréal’s global managing director of augmented beauty and open innovation, said it was moving from being a chemistry-based industry to “trying to re-invent the experience of beauty with tech”. The company has 100 engineers,