With this campaign, we give a voice to real women living with disability and put creativity at the service of culture-shifting inclusivity.

Makeup is a conduit of self-expression and individuality. Of happiness and confidence. It is about far more than surface-level appearance. We believe everyone has a right to experience these feelings of happiness in their daily interactions with makeup.

However, the estimated 50 million people living with limited fine motor stills have long been excluded from this narrative. Through HAPTA, we articulate our mission to leverage tech for good by making beauty more inclusive. In this campaign, we aim to communicate expressions of beauty as more achievable than ever, and move boldly towards a world where beauty is synonymous with accessibility.

Since 2009, our brand has been empowering women with personalized solutions powered by cutting-edge Beauty Tech. As part of its mission to use tech for good and make beauty accessible for all, we continue to set the pace of innovation with HAPTA.

Bringing the science of touch to women everywhere, HAPTA is designed for those with hand, arm and wrist motion disorders and movement challenges. 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.

As the world’s first handheld computerized makeup applicator, HAPTA makes the expression of beauty more accessible, more achievable, and easier than ever before. This is an unprecedented tool designed to empower, making beauty application intuitive and enjoyable beyond disability.

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

An estimated 50 million people globally live with limited fine motor skills. This makes some daily gestures – such as applying makeup – challenging, time consuming and even painful.

As noted by our Global Brand President, “For years, we have sought to provide every woman with beauty solutions adapted to their needs. Beauty Tech has enabled us to fulfill this mission in an even more powerful way, revolutionizing the way we develop beauty products and services and enabling greater personalization. With HAPTA we are going one step further by making beauty more accessible to use, because everyone should have equal access to it.”

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.