L’Oréal Groupe unveiled AirLight Pro, a sustainable hair dryer that can adjust to the type of hair it’s drying.
L’Oréal Groupe CEO Nicolas Hieronimus made the announcement in a keynote speech today CES 2024, introducing the AirLight Pro as a state-of-the-art hair drying tool that marries cutting-edge technology with a commitment to hair health and environmental sustainability.
Hieronimus’ opening keynote was historic as it marked the first-ever CES keynote by a beauty company. The product is backed by 150 patents — not bad for a non-tech company that is 115 years old. But that’s the nature of technology’s broad reach these days, where non-tech companies are leading with technology products and the tech itself fades into the woodwork.
AirLight Pro, developed in collaboration with Zuvi, a hardware startup founded by experts in drone engineering and science, boasts a blend of infrared-light technology and high-speed wind to revolutionize hair drying. The tool promises visually smoother and more hydrated hair while consuming up to 31% less energy across various hair types.
Hieronimus emphasized the strategic importance of this innovation, stating, “For 115 years, L’Oréal has harnessed science to create unforgettable beauty experiences. AirLight Pro epitomizes our commitment to augmenting beauty while reducing environmental impact—a vision for the future of beauty.”
The brainchild of a partnership between L’Oréal’s haircare expertise and Zuvi’s technological prowess, AirLight Pro incorporates Zuvi’s patented LightCare technology, utilizing infrared light and high-speed wind to efficiently dry hair while preserving internal moisture. AirLight Pro will be available in 2024 and will cost under $400.
Unlike conventional heating hair dryers with only heating coils, 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. By efficiently drying water on the hair surface, hair is
left with internal moisture in the strand resulting in smooth, shiny hair.
Mingyu Wang, CEO of Zuvi, highlighted the joint commitment to innovation. Wang said in a statement, “We’re proud to partner with L’Oréal to push the boundaries of beauty technology. Together, we’ve created a groundbreaking product that sets new standards in beauty care and environmental responsibility.”
L’Oréal’s Research & Innovation Division and Zuvi’s experts collaborated to craft a professional-grade hair drying tool that outperforms traditional models. AirLight Pro not only promises up to 33% more hydrated and 59% smoother hair but also features faster drying times and an enhanced user experience. It was built by a team of more than 100 engineers.
Barbara Lavernos, deputy CEO at L’Oréal, said in a statement, “With over 150 patents filed, AirLight Pro embodies a breakthrough in beauty by offering a solution that cares for both hair and the planet, an embodiment of our vision for Augmented Beauty.”
AirLight Pro, tested on over 500 individuals with different hair types, is designed to be adaptable to each user’s needs. Offering customizable settings through its hardware, firmware, and app integration, it aims to cater to the diverse requirements of users, the company said.
Launching in the United States in 2024 through L’Oréal Professionnel, the salon professional brand, AirLight Pro will serve both beauty professionals and consumers. Anne Machet, general manager for L’Oréal Professionnel, said the product is the “new perfect companion for all hairstylists,” combining superior professional performance with reduced energy consumption.
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