라이트 스트레이트

Most people wash, dry, and style their hair every day, which is time-consuming and damages the hair and scalp. Especially for women, as many as 63% are dissatisfied with the condition of their hair on days they don't wash it, and are stressed by greasy hair or odors on non-shampoo days. However, daily shampooing disrupts the oil-moisture balance of the scalp, causing problems such as dryness and color fading, and frequent high-heat styling damages the cuticles, damaging the hair. In short, there was no solution that simultaneously cleanses and styles while minimizing damage.

Light Straight (official name: Light Straight + Multi-Styler) straightens hair even at low temperatures with patented infrared (IR) heat technology. Infrared rays reshape the moisture bonds inside the hair to create shape, so it is more effective than conventional hair straighteners even below 320°F (approximately 160℃). This greatly reduces heat damage while maintaining hair shine and elasticity. It also has an ultrasonic cleansing mode that removes oil and waste from the scalp and hair without water in 5 minutes. Company experiments have also proven a 2x improvement effect compared to serum alone (56% reduction in fine wrinkles over 8 weeks). ※Typo: This figure is presumed to be a technical description related to Lancôme skincare devices, and does not appear to be hair-related in context.

In addition, smart sensors and ML algorithms learn the user's hair movement patterns to provide customized heat control. In other words, the device adapts to the styling habits by increasing the output when the user passes quickly and lowering it when staying in one place for a long time. This helps to produce consistent results regardless of hair type. As a result, with this one device"Shampoo without water + low-damage styling"This is achieved at the same time, allowing you to maintain clean hair even with a routine of washing less than 4 times a week.

General consumers (B2C), especially women in their 20s to 40s who are highly interested in hair care, are the main target. Users who want to manage hair damaged by frequent drying and dyeing, or busy office workers who have difficulty washing their hair every day are potential customers. In addition, premium salons can also introduce it for customer service, but it is basically a personal beauty device and is expected to be sold in department stores, duty-free shops, and online malls. It is expected to be expensive and form a high-priced home beauty device market, and will ultimately encompass all hair care consumers, but will start with early adopter female consumers.

This product is already scheduled for global launch in 2027 and is expected to have repercussions throughout the beauty device market. L'Oréal is applying the same light technology to other products such as LED face masks, and is expanding its home beauty device platform. The technology itself is limited to hair shape transformation, but multi-styling functions can be added in the future, such as curling mode. In addition, by accumulating hair health data, it is possible to expand into additional services such as personalized product recommendations or smartphone-linked services. Regulations are general beauty devices with no special restrictions, but because it is an expensive product, it is expected to focus on developed countries' markets in the early stages. Overall, it leads the home hair care trend of evolving from hair dryers → hair straighteners → smart stylers, and it is important to preempt the market as competitors are likely to follow similar technologies.

It received the Innovation Award in the Beauty Tech category at CES, drawing great attention from the beauty industry and technology media. In terms of technical completeness, it highly values the creative combination of light technology and ultrasound, like the evaluation of "paradigm shift in hair care." Market expectations are also quite high, and it is expected that consumers will be particularly enthusiastic about styling without hair damage. Overseas media such as Tom's Guide were amazed by the speed and results, calling it a "futuristic product that will replace traditional hair straighteners." However, there are some concerns that it cannot be purchased immediately as the actual release is scheduled for 2027, and the price is likely to be over $300. Regarding concerns about excessive advertising, L'Oréal presented preliminary clinical data to gain relatively high trust, and overall, it seems to be a product that is not undervalued compared to its innovation and is evaluated as expected.