L’Oréal Groupe previews next-generation hair drying tool at CES

At the Consumer Electronics Show, L’Oréal Groupe gave attendees a look at its next-gen hair drying tool developed for professionals and at-home use. 

AirLight Pro, developed in partnership with Zuvi, uses a combination of infrared-light technology and wind to care and dry the hair for a smoother and hydrated look and feel, the company stated. 

“For 115 years, L’Oréal has been leveraging science to innovate and provide consumers with unforgettable beauty experiences that fulfill their individual beauty aspirations,” said Nicolas Hieronimus, CEO of the L’Oréal Groupe. “With AirLight Pro, in partnership with Zuvi, we prove that technology can augment beauty performance, caring for multiple hair needs, and reduce its environmental impact. That’s the future of beauty we are aiming to create.”

[Read more: Unilever set to acquire K18]

By applying its patented LightCare technology to a blow dryer, Zuvi was able to develop a product that uses infrared light alongside high-speed wind to dry water on the hair’s surface, which then leaves internal moisture in the hair’s strands, the companies said. 

“Zuvi’s mission is to leave the world better than we found it by disrupting technologies and innovating for the future,” said Mingyu Wang, founder and CEO of Zuvi. “With our expertise in optics, aerodynamics, and consumer electronics design, we have created an exceptional product. We're immensely proud of the work we’ve done to date and now to have a partner like L’Oréal, a company with more than 100 years of expertise in haircare and beauty, to take our products to the next level. Together, we are and will continue to create ground-breaking beauty technologies.”

Compared to traditional heating hair dryers that only have heating coils, AirLight Pro contains a special 17-blade, high-speed motor and patented infrared technology powered by tungsten-halogen bulbs that are designed for fast hair drying without excessive heat. 

“For over a decade, L’Oréal Research and Innovation has been creating a new Beauty Science powered by Technology: Augmented Beauty. Technology that truly answers age-old consumer needs with unparalleled results,” said Barbara Lavernos, deputy CEO in charge of research, innovation and technology at L’Oréal. “AirLight Pro, with over 150 patents filed, perfectly embodies this breakthrough in beauty by, for the first time, bringing a solution for drying while caring for the hair as well as the planet.”

[Read more: Remington releases multi-function styling tools]

AirLight Pro will be launched in select markets such as the United States and Europe by its salon professional brand, L'Oréal Professionnel, in 2024 to both beauty professionals and consumers.

“As the historical brand leader and trusted partner of hairstylists since 1909, L’Oréal Professionnel has always elevated the professional industry with pioneering innovations,” said Anne Machet, general manager for L’Oréal Professionnel. “We’re thrilled to partner with Zuvi and invent the new generation of hair dryer. Powered with infrared light, AirLight Pro offers superior professional performance for all hair types, with significantly reduced energy consumption. The new perfect companion for all hairstylists!”