The HAPTA strategy begins with a simple statement of fact. People with disabilities wear makeup. Despite this fact, women living with disabilities lack representation within the beauty industry. With HAPTA, we seek to address the pain point that today, makeup is not an equitable, accessible, or enjoyable experience for all.

Bringing the science of touch to women everywhere, HAPTA is designed for those with hand, arm, and wrist movement disorders. This motion-stabilizing device harnesses the power of technology to assist those who have difficulty raising their arms due to limited mobility, and people with limited grip strength who struggle with precise application.

Driven by our mission of “Tech for Good, Beauty for All,” HAPTA is a catalyst for innovation, inclusion, and representation.

The HAPTA campaign was revealed at the Consumer Electronics Show (CES) 2023 in Las Vegas. To animate the reveal, our brand collaborated with a Paris-based agency to release video and static content beyond the device. The creative concept was to introduce HAPTA, showcasing not only the technical innovation, but also the potential this device represents for many women living with disabilities.

Beyond showcasing the HAPTA device, the campaign features three women living with various mobility-related disorders (cerebral palsy, spinal cord injury, stroke), speaking about their experience with makeup application. Of HAPTA, one woman notes “it gives me back independence, to do things on my own.” She went on to comment that “when beauty brands develop devices like these, it is showing the disability community that they matter, and they feel represented.”

The final creative is moving and powerful, loudly communicating the brand’s commitment to “Tech for Good, Beauty for All.”

As a brand, it is our mission to offer the best of beauty to everyone. The HAPTA strategy begins with a simple statement of fact. People with disabilities wear makeup. Despite this fact, women living with disabilities lack representation within the beauty industry. With HAPTA, we seek to address the pain point that today, makeup is not an equitable, accessible, or enjoyable experience for all. We do this in three ways:

• Firstly, by understanding HAPTA’s target audience of women facing mobility-related challenges of the arms, wrists, and hands impacting strength, stability, and dexterity.

• Secondly, by leveraging inclusive design and cutting-edge technology to develop a new makeup application solution answering the needs of this target audience.

• Thirdly, by celebrating the beauty of all women – making the expression of beauty

more accessible, more achievable, and easier than ever before with HAPTA.

The HAPTA prototype was first revealed at CES 2023. At CES, the prototype was shown with lipstick. We will expand into other beauty categories, with HAPTA soon compatible with mascara.

Accompanying the reveal was a dedicated campaign featuring the testimonies of three women living with mobility-related disorders (cerebral palsy, spinal cord injury and stroke).

The HAPTA prototype will again be on display at VivaTech 2023 in Paris, France. Over the next year, we will continue to optimize and refine HAPTA.

This will be achieved by co-developing the device with women experiencing mobility challenges related to arms/hands/wrists, for whom HAPTA could improve their interactions with makeup application. We will collaborate with accessibility experts and advisors committed to inclusion through innovation. We will also conduct user testing and focus groups with the aim to implement the valuable feedback collected to perfect the device.

Following the prototype reveal at the Consumer Electronics Show in Las Vegas, HAPTA was a 2023 CES Innovation Award Honoree. The campaign earned over 120M+ impressions across social media, and over 7 billion potential media impressions. Over 450 articles were written about HAPTA, and there were over 850 media mentions covering the device.

Some of the publications covering the HAPTA reveal included:

• The Wall Street Journal

• CNN

• Fast Company

• Forbes

• Business Insider

• Engadget

• InStyle

• Allure

• The Verge

• Vogue (Italy, Netherlands, Taiwan)

Conversation surrounding the announcement was positive, with many journalists and commenters applauding the brand for championing accessibility by being the first to bring such an innovation to the beauty industry.