Face Time at CES: For P&G, L’Oréal and Neutrogena, Skin Is Still In

If “skin” was a major theme for the beauty sector at last year’s CES, the mega technology conference in Las Vegas, this year’s edition makes one thing crystal clear: Skin is still in. Increasingly, it looks like big beauty companies are fashioning themselves into hardware makers, with the likes of Procter & Gamble and L’Oréal making CES an essential stop in their quest to fix everyone’s faces. At a press conference on Sunday, P&G showcased several of its projects, including heated razors, smart AI-based toothbrushes, toilet paper bots and other items. But the scene stealer was its updated Opte Precision Skincare System, a technology that effectively erases blemishes. A CES 2020 Innovation Award honoree, the high-tech beauty tool analyzes skin tone and condition, and then deposits customized micro-doses of foundation and serums. The unreleased first version gained a fan following since its introduction last year, but the newest version had tech reporters and beauty bloggers alike dropping their jaws at the demo station at the Mandalay Bay convention center. With a few passes of the device, the spots and freckles on the live models practically vanished. Unlike the original, which worked with a fair or light skin tone only, the new Opte works with different skin

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