PARIS, France — L’Oreal SA’s latest effort to keep sun worshippers from harm doesn’t involve lotion.
The Paris-based cosmetics maker introduced a skin patch on Wednesday designed to monitor ultraviolet exposure and help consumers educate themselves about sun protection. Worn like a band-aid, the My UV Patch will be offered under the La Roche-Posay brand later this year, L’Oreal said in a statement.
The product, unveiled at the annual International Consumer Electronics Show in Las Vegas, shows how the world’s largest cosmetics company is seeking to stay relevant amid slowing sales. It was developed by L’Oreal’s U.S.-based technology incubator that in 2014 came up with Makeup Genius, an application that turns a mobile device into a digital mirror, enabling users to try on L’Oreal cosmetics virtually.
“Connected technologies have the potential to completely disrupt how we monitor the skin’s exposure to various external factors, including UV,” said Guive Balooch, global vice president of the incubator.
The one-inch patch, which is half the thickness of an average hair, stretches and adheres directly to any area of skin that the consumer wants to monitor, unlike the rigid alternatives currently on the market, L’Oreal said. Wearers will be able to take a photo of the patch and upload it to a mobile app to determine the amount of UV they’ve been exposed to.
By Andrew Roberts; editors: Matthew Boyle, Paul Jarvis.