Kinder for hair and more efficient, L'Oreal rethinks the hairdryer at CES

(9 Jan 2024)
US CES L'OREAL HAIRDRYER
SOURCE: ASSOCIATED PRESS
RESTRICTION SUMMARY:
LENGTH: 4:12
ASSOCIATED PRESS
Las Vegas, US - 6 January 2024
1. Close of L’Oreal worker holding new AirLight Pro hairdryer
2. Mid of L’Oreal worker using AirLight Pro hairdryer
3. Slow-motion shot of L’Oreal worker using AirLight Pro hairdryer
4. Wide of L’Oreal worker using AirLight Pro hairdryer
5. Tilt up of AirLight Pro hairdryer
6. Various setup shots of Guive Balooch, global managing director of augmented beauty and open innovation, L’Oreal Research, demonstrating new AirLight Pro hairdryer
7. SOUNDBITE (English) Guive Balooch, global managing director of augmented beauty and open innovation, L’Oreal Research:
"For hairdryers, since the beginning of the invention of hairdryers over 70 years ago, they've been using heating coils that are heating the hairdryer and missing a lot of energy that comes from the hair dryer to the hair. So, what we've done with Zuvi is we've created a whole new way to think about how to use a hairdryer. It's an infrared light that you will see here that actually follows the air as the air is moving and heats it more efficiently, so you can actually get the same level of performance, but with 30% less energy."
8. Various close shots of AirLight Pro hairdryer
9. SOUNDBITE (English) Guive Balooch, global managing director of augmented beauty and open innovation, L’Oreal Research:
"Well, it was actually an inspiration from nature. Because today, when you look at when the rain comes into, you know, a city, it's the combination of the sun and the wind that help dry it. So, if you're trying to dry rain at night without sun, it's not as efficient. So, by having the light, it allows you not only to be able to heat the air more efficiently, but it's also better for the hair because it's allowing you to dry faster. But it also gets your hair to be 59% visually smoother, so you get more hydrated hair, smoother hair, and less damage by being able to use the combination of light plus air and not the coils that you normally would use that you would see in something like a toaster oven."
10. Various of worker using ‘Oreal app to customise AirLight Pro hairdryer settings
11. SOUNDBITE (English) Guive Balooch, global managing director of augmented beauty and open innovation, L’Oreal Research:
"What's really cool is that depending on your different hair type, as soon as you put an attachment onto the AirLight Pro, you'll be able to see what attachment it is and it will adjust the light and the air for you. In the application, you can go to your hairstylist. You could ask your hairstylist, which setting is right for me. They can send through the application a specific amount of light and air just for your hair, or you can have customized settings that you use with the application for different moments in the journey of your hair drying. So, if you want to style your hair, you will have to use a different type of heat. If you want to just dry it and make it smooth, you will have to use a higher level of heat. So, all of that can be customised through the application, and it will automatically send to the AirLight Pro your settings."
12. Various of AirLight Pro packaging
13. Tilt down of AirLight Pro hairdryer
14. Mid of AirLight Pro hairdryer on table
LEADIN:
At the CES technology show in Las Vegas, L’Oreal is rethinking the hairdryer, combining infrared-light with air to dry hair faster.
The cosmetics company says its new AirLight Pro uses up to 31 percent less energy compared to conventional hairdryers.
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