The future of beauty is on display at CES

Beauty companies want to bring high-tech solutions to your face.

Companies such as Procter & Gamble, L’Oreal and Neutrogena have descended on the Consumer Electronics Show in Las Vegas to show off beauty gadgets, apps and the future of their stores.
Considering the beauty industry is more guided by trends than any other fast-moving consumer goods sector, according to Nielsen data, it’s no surprise brands are increasingly turning to tech to stay competitive. The global cosmetics market is expected to reach $863 billion by 2023, up from $532 billion in 2017.
Procter & Gamble is announcing a new feature in its existing online Olay Skin Advisor tool that tells users how old their skin looks. Called Olay Future You Simulation, it uses an algorithm to show users what their skin and face will look like in the future under different scenarios, such as not wearing sunscreen regularly.
Olay’s new Smart Wand provides targeted electromagnetic treatment and works with an accompanying app. It promises to “personalize and optimize” skin care products to a user’s specific issues. The app syncs with the wand to push a product into the skin and target certain problems.
The company said it believes consumers are looking for “deeply personalized experiences and products.”
Opté, from P&G’s startup incubator, also debuted a wand. It can scan a user’s skin and place mineral pigments directly on dark spots. It has a tiny built-in scanner, camera and micro printer. Opté is still in the testing phase and hasn’t announced a price or shipping date.