In years past L’Oréal has used Las Vegas technology trade show CES to introduce the world to some of its most innovative beauty developments.
This year was no different, as the beauty giant unveiled a new hair dryer that uses a combination of infrared-light technology and air to dry hair with less damage.
Aimed at both salon professionals and at-home users, the AirLight Pro dryer uses infrared light and high-speed wind to efficiently dry water only on the hair’s surface, which leaves internal moisture in hair strands. The aim is that the core of each strand is protected, leaving hair health and structure intact while styling. L’Oréal says the dryer also uses up to 31% less energy compared with leading premium hair dryers on the market.
Unlike conventional heating hair dryers with only thermal rods, AirLight Pro is equipped with a special 17-blade, high-speed motor and patented infrared technology powered by tungsten–halogen bulbs designed for fast hair drying without excessive heat.
Extensive testing
Developed by a team of over 100 engineers, designers, hairdressers, and scientists, L’Oréal says the dryer was tested on 500 people across multiple hair types to ensure it meets the demands of a diverse range of users. The hardware, firmware, and a related app work to make it possible for every user to customise the settings for their individual hair needs.
On the first day of the event, L’Oréal CEO Nicolas Hieronimus revealed the AirLight Pro during an opening keynote presentation, the first-ever from a beauty company at the respected tech event.
The dryer was developed in partnership with Zuvi, a hardware startup company established by drone engineers and leading scientists, that previously presented an earlier iteration of related technology at CES in 2021. L’Oréal made a minority investment in Zuvi through its corporate venture fund, BOLD Business Opportunities for L’Oréal Development.
The collaboration is indicative of L’Oréal‘s tendency to partner with innovative startups that bring new solutions to the beauty realm. This week it was announced the beauty giant has fully acquired Gjosa, an environmental water tech startup it had worked with to develop its Water Saver in-salon showerhead. The Water Saver allows hair salons to reduce water consumption at the sink by up to 69%. L’Oréal made a minority investment in Gjosa back through BOLD in 2021.
The new AirLight Pro hair dryer will be available in select markets beginning in the United States later in 2024 by L’Oréal Professionel, the beauty brand’s professional salon division.
