From Jan. 8 to Jan. 11, over 4,500 companies and 180,000 people will descend on Las Vegas for the Consumer Electronics Show, the annual trade show for consumer and technology innovations and products.
Among the thousands of attending companies, which touch everything from transportation to gaming, will be beauty-centric brands like Clarisonic and its parent company L’Oréal Group, and Olay and its parent Procter & Gamble. They’ll join a roster of companies like Dyson and electronics conglomerate New Kinpo Group (which is behind HiMirror) that are involved in the beauty industry but have a more electronic or engineering bent.
As beauty and technology have become increasingly intertwined over the past several years, more beauty brands are gravitating toward CES. For companies like L’Oréal, it is an opportunity to show off their latest technological innovations and meet with leaders and startups for future collaborations. L’Oréal has been attending CES as an exhibitor since it created its technology incubator in 2012, as a way to understand how its company innovations would be accepted in a wider cultural context. Over the years, CES has become an important media opportunity for the company, as well: It announced at the trade show the launches of My Skin Track UV, which tracks skin’s exposure to sun damage, in 2018 and a connected smart hairbrush called the Kérastase Hair Coach in 2017.