Leading Beauty Brands Harness Tech Innovations For Personalized Solutions; CES News In Brief

The Opté Precision Skincare System from P&G Ventures, the consumer goods giant’s startup studio, consists of a handheld wand that scans for dark spots and makes instant, targeted corrections with a serum that not only provides coverage but long-term benefits as well. Announced Jan. 4 by Procter & Gamble Co. and exhibiting Jan. 8-11 at the Consumer Electronics Showcase in Las Vegas, the innovation relies on blue LED scan lights to detect contrasts in skin melanin, including discoloration currently invisible to the naked eye; a digital camera that captures 200 skin images per second; a minicomputer algorithm to determine the exact size, shape and intensity of each spot; and a micro jet printer to layer spots with serum in billionth-of-a-liter droplets. According to P&G, the serum includes mineral pigments to cover, lightening agents to improve spots over time and moisturizing ingredients to keep skin hydrated. “Most women only need treatment on approximately 10 percent of their skin. … Opté's proprietary technology allows it to treat only the small areas that need correction without covering the skin that doesn't, resulting in a natural, flawless look that makeup and professional treatments are unable to achieve,” P&G says. A demo of the product at work can be viewed at OpteSkin.com, where visitors also can sign up “to be one of the first consumers in the world to experience Opté.”