{"id":44954,"date":"2023-12-01T22:51:57","date_gmt":"2023-12-01T22:51:57","guid":{"rendered":"https:\/\/gsgf.greenschoolsgreenfuture.org\/?p=44954"},"modified":"2024-02-17T00:13:37","modified_gmt":"2024-02-17T00:13:37","slug":"sustainable-beauty-revolution-loreals-eco-friendly-upgrade-for-hair-dryers","status":"publish","type":"post","link":"https:\/\/gsgf.greenschoolsgreenfuture.org\/fr\/sustainable-beauty-revolution-loreals-eco-friendly-upgrade-for-hair-dryers\/","title":{"rendered":"Beauty Revolution: L\u2019Or\u00e9al&#8217;s Eco-Friendly Upgrade for Hair Dryers"},"content":{"rendered":"<p style=\"font-weight: 400;\">Announced\u00a0at CES 2024, the AirLight Pro is designed to quickly dry your hair without blowing out your power.<\/p>\n<p style=\"font-weight: 400;\">[Photo: L\u2019Oreal]<\/p>\n<p style=\"font-weight: 400;\"><strong>BY\u00a0<a href=\"https:\/\/www.fastcompany.com\/user\/johnkell\" data-saferedirecturl=\"https:\/\/www.google.com\/url?q=https:\/\/www.fastcompany.com\/user\/johnkell&amp;source=gmail&amp;ust=1704995372543000&amp;usg=AOvVaw2oU9cc4CyW48s9zLX845Pt\">JOHN KELL<\/a>\u00a0<\/strong>2 MINUTE READ<\/p>\n<p style=\"font-weight: 400;\">L\u2019Or\u00e9al is giving the hair\u00a0dryer a long-overdue makeover.<\/p>\n<p style=\"font-weight: 400;\">\u201cOver the last 100 years, since the first invention of the hair dryer, people have been drying their hair in the same way,\u201d says Guive Balooch, global managing director of augmented beauty and open innovation at L\u2019Or\u00e9al.<\/p>\n<p style=\"font-weight: 400;\">The standard hair dryer found in homes and salons uses convection heating, which are thermal rods that turn orange as they heat up, with a motor powering wind to push that hot hair to the head. It is the same heating technology that is found in the toaster. The problem? The hair dryer is incredibly inefficient. By the time heat hits the hair, 50% of energy is wasted, resulting in an eco-unfriendly device that\u2019s used daily in many homes and gobbles up more energy than nearly all other small electronics.<\/p>\n<p style=\"font-weight: 400;\">At this year\u2019s\u00a0<a href=\"https:\/\/www.ces.tech\/\" data-saferedirecturl=\"https:\/\/www.google.com\/url?q=https:\/\/www.ces.tech\/&amp;source=gmail&amp;ust=1704995372543000&amp;usg=AOvVaw1jMVukpo4Q9yzAAq8Mo-oY\">Consumer Electronics Show<\/a>\u00a0(CES) in Las Vegas, L\u2019Or\u00e9al is unveiling the new AirLight Pro hair drying tool, which is equipped with infrared technology powered by tungsten\u2014halogen bulbs that are designed to quickly dry hair without the need for excessive heat. L\u2019Or\u00e9al says AirLight Pro uses 31% less energy consumption than leading premium hair dryers.<\/p>\n<p style=\"font-weight: 400;\">The AirLight Pro, which will sell for \u201cunder $400,\u201d will launch in European salons in May where \u201cthey care about the speed and how well it looks on your hair,\u201d Balooch says. \u201cThe consumer expectation is that it should work and it should be fast.\u201d The device will be more broadly available to all shoppers by the fall of 2024.<\/p>\n<p style=\"font-weight: 400;\"><strong>THE DREAM TEAM<\/strong><\/p>\n<p style=\"font-weight: 400;\">L\u2019Or\u00e9al built a team of over 100 engineers, designers, hairdressers, and scientists to develop the AirLight Pro, which delivers up to 33% more hydration and up to 59% visually smoother hair than when naturally dried. The AirLight Pro dries the water on the surface of the hair but leaves internal moisture in the strand, resulting in shiner hair. L\u2019Or\u00e9al tested the device on more than 500 people across the United States and Europe and on four different hair types: straight, wavy, curly, and coily. The company also incorporated feedback from stylists as the tech behind AirLight Pro evolved.<\/p>\n<p style=\"font-weight: 400;\">Since 2016, L\u2019Or\u00e9al has regularly debuted new tech twists for beauty at CES, launching more than 10 innovations including a\u00a0<a href=\"https:\/\/www.fastcompany.com\/90831601\/loreal-ces-hapta-brow-magic\" data-saferedirecturl=\"https:\/\/www.google.com\/url?q=https:\/\/www.fastcompany.com\/90831601\/loreal-ces-hapta-brow-magic&amp;source=gmail&amp;ust=1704995372544000&amp;usg=AOvVaw1sElwFDzopJcmyu1_0tYnF\">tool that helps<\/a>\u00a0those with limited mobility apply lipstick,\u00a0<a href=\"https:\/\/www.fastcompany.com\/90288761\/how-to-predict-a-skin-breakout-loreals-ph-sensor-spots-acne-or-eczema-before-you-do\" data-saferedirecturl=\"https:\/\/www.google.com\/url?q=https:\/\/www.fastcompany.com\/90288761\/how-to-predict-a-skin-breakout-loreals-ph-sensor-spots-acne-or-eczema-before-you-do&amp;source=gmail&amp;ust=1704995372544000&amp;usg=AOvVaw3Cn4D5auXuYepZydJyBG2k\">a skin sensor<\/a>\u00a0to monitor ultraviolet light exposure, and a\u00a0<a href=\"https:\/\/www.fastcompany.com\/4028037\/the-quantified-follicle-loreal-launches-a-smart-hairbrush\" data-saferedirecturl=\"https:\/\/www.google.com\/url?q=https:\/\/www.fastcompany.com\/4028037\/the-quantified-follicle-loreal-launches-a-smart-hairbrush&amp;source=gmail&amp;ust=1704995372544000&amp;usg=AOvVaw1hWwgvnGUwnwbMXZ91UfW2\">\u201csmart\u201d hairbrush<\/a>. L\u2019Or\u00e9al CEO Nicolas Hieronimus is delivering the keynote speech at CES 2024, the first ever from a beauty company.<\/p>\n<p style=\"font-weight: 400;\">ADVERTISEMENT<\/p>\n<p style=\"font-weight: 400;\">Balooch says that L\u2019Or\u00e9al\u2019s approach to beauty tech is to start with thinking about what people need, then backfilling with technology. \u201cWe work on solving consumer tensions and not on tech projects,\u201d he says. \u201cWe have to think about certain parts of beauty today, rituals of beauty, and understand whether or not they need to be disrupted. And sometimes they don\u2019t.\u201d<\/p>\n<p style=\"font-weight: 400;\">L\u2019Or\u00e9al has ramped up the beauty giant\u2019s commitment to tech with some financial investments, including the minority stake it took last year in a\u00a0<a href=\"https:\/\/www.loreal.com\/en\/press-release\/finance\/loreal-invests-in-microprinting-leader-prinker-korea-inc\/\" data-saferedirecturl=\"https:\/\/www.google.com\/url?q=https:\/\/www.loreal.com\/en\/press-release\/finance\/loreal-invests-in-microprinting-leader-prinker-korea-inc\/&amp;source=gmail&amp;ust=1704995372544000&amp;usg=AOvVaw0wZzDtvirrQr0jsyQihei1\">Korean micro-printing startup Prinker<\/a>, and an investment in\u00a0<a href=\"https:\/\/www.zuvilife.com\/\" data-saferedirecturl=\"https:\/\/www.google.com\/url?q=https:\/\/www.zuvilife.com\/&amp;source=gmail&amp;ust=1704995372544000&amp;usg=AOvVaw0xelnhrXqZ00NudpzzZuF_\">Zuvi<\/a>, the hardware startup that helps L\u2019Or\u00e9al build the AirLight Pro. Zuvi itself also sells a pricey $260 Halo Hair Dryer, while other rival offerings include the $430 Dyson Supersonic.<\/p>\n<p style=\"font-weight: 400;\">Balooch says combining the expertise of L\u2019Or\u00e9al, which understands the biology of skin and hair and has a lot of well-known brands, with the science of Zuvi\u2019s hardware is the special formula behind AirLight Pro. And at the end of the day, beauty must be in the eye of the beholder.<\/p>\n<p style=\"font-weight: 400;\">\u201cThe objects have to look beautiful,\u201d says Balooch. \u201cThey have to be something that people desire.\u201d<\/p>\n<p style=\"font-weight: 400;\"><a href=\"https:\/\/www.mansueto.com\/privacy-policy\/\" data-saferedirecturl=\"https:\/\/www.google.com\/url?hl=en&amp;q=https:\/\/www.mansueto.com\/privacy-policy\/&amp;source=gmail&amp;ust=1704997788768000&amp;usg=AOvVaw0JwXYP8ZD85fxvTqmz8pK1\">Privacy Policy<\/a><\/p>\n<p style=\"font-weight: 400;\">ABOUT THE AUTHOR<\/p>\n<p style=\"font-weight: 400;\">John Kell is a New York-based freelance writer, covering consumer trends, technology, leadership, and sustainability. He is particularly interested in how business leaders respond to changes in culture and how they position their businesses for growth in a fast-changing world.<\/p>\n<p style=\"font-weight: 400;\">","protected":false},"excerpt":{"rendered":"<p>Announced\u00a0at CES 2024, the AirLight Pro is designed to quickly dry your hair without blowing out your power. [Photo: L\u2019Oreal] BY\u00a0JOHN KELL\u00a02 MINUTE READ L\u2019Or\u00e9al is giving the hair\u00a0dryer a long-overdue makeover. \u201cOver the last 100 years, since the first invention of the hair dryer, people have been drying their hair in the same way,\u201d [&hellip;]<\/p>","protected":false},"author":1,"featured_media":45194,"comment_status":"open","ping_status":"closed","sticky":false,"template":"","format":"standard","meta":{"_acf_changed":false,"footnotes":""},"categories":[17],"tags":[],"class_list":["post-44954","post","type-post","status-publish","format-standard","has-post-thumbnail","hentry","category-blog"],"acf":[],"yoast_head":"<!-- This site is optimized with the Yoast SEO plugin v23.8 - https:\/\/yoast.com\/wordpress\/plugins\/seo\/ -->\n<title>Beauty Revolution: L\u2019Or\u00e9al&#039;s Eco-Friendly Upgrade for Hair Dryers - Green Schools Green Future<\/title>\n<meta name=\"description\" content=\"Beauty Revolution: L\u2019Or\u00e9al&#039;s Eco-Friendly Upgrade for Hair Dryers - 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