The L’Oréal group unveiled, on Monday, at the Consumer Electronics Show, a beauty tech innovation to save water when washing your hair. 

By Ludmilla Intravaia 

In this article : 

• The launch of L’Oréal Water Saver at CES 21 

• How does L'Oréal Water Saver work? 

• The technology of the start-up Gjosa

The Consumer Electronics Show may take place in a digital-only version, but it remains the unmissable event for the launches of innovative products in consumer electronics. The French cosmetics group L’Oréal took advantage of the opening of CES 2021 on January 11 to unveil its new sustainable haircare technology L’Oréal Water Saver. Developed within L'Oréal's technology incubator, in collaboration with the Swiss start-up for environmental innovation Gjosa, the system aims to reduce water consumption and improve the efficiency of application of hair products, during hair washing, in the salon or at home. It consists of a showerhead and a device in which are mixed the haircare formulas designed by L’Oréal Professionnel and Kérastase, products which are incorporated directly into the water and applied to the hair using the showerhead.

The innovation of this system is based on "water-optimizing technology that applies the principle of fractioning used in rocket engines to water flows", explains the L'Oréal press release which continues: "Water droplets collide according to a defined direction and uniform distribution. This reduces their size and accelerates their speed, ensuring every drop of water is used in the hair washing and rinsing process while making shampoos, conditioners, and other treatments easier to rinse." As a result, the device would reduce water consumption by up to 80%, announces L’Oréal.

* L’Oréal Water Saver is already available in New York, in selected salons and, from February 2021, in a number of  Parisian salons. A shower to use at home will be launched at a later date. More info on Gjosa and L’Oréal websites. 

* The Consumer Electronics Show 2021 takes place digitally from January 11 to 14, 2021. More info on CES website.

* Continue reading with the following Boudoir Numérique articles :

- CES 2020 – Personalized beauty care device Perso by L’Oréal

- CES 2020 - AI-enabled shaver The Next Bic Thing by Bic

- CES 2021 – Lipstick on demand with YSL Beauty Rouge sur Mesure Powered by Perso