Campaign: My UV Patch
Among the glitz and glamour of the Consumer Electronics Show (CES) in Las Vegas last week, a quieter revolution was taking place. Whilst Oculus wowed the crowd with VR and self-driving cars made headlines, beauty brand L’Oréal launched a product which could genuinely help save lives.
My UV Patch is a technological innovation that aims to “help consumers educate themselves about sun protection.” The tech itself consists of a small (2.5cm²) adhesive sticker that can be placed on any area of skin. When the skin is exposed to the sun’s rays the sticker reacts by changing colour — from blue to white. An accompanying app then analyses the colour of the patch and lets you know how your skin has been affected. It will highlight particular areas of the body which might be at risk, as well as when the sun is having its most powerful effect.
L’Oréal’s customers are naturally concerned about the health of their skin; this new product will draw attention to pigmentation and skin aging, as well as the risk of skin cancer. It comes at a time when 90% of non-menlanoma skin cancers are being associated with exposure to ultraviolet light.
It’s a bold move for a company more associated with cosmetics. The patch has been developed by the brand’s in-house “Technology Incubator,” alongside digital healthcare experts MC10 and engineers PCH. L’Oréal is the world’s biggest beauty company, with brands such as Garnier, Vichy, and Madeline falling under their remit, so it’s no surprise that they have the budgetary capabilities to develop new tech. My UV Patch will be marketed under its dermatological skincare brand, La Roche-Posay.
The Tech Innovator’s Global Vice president, Guive Balooch stated “We’re excited to be the first beauty company entering the stretchable electronics field and to explore the many potential applications for this technology within our industry and beyond.”
Hopefully the patch will prove to be popular with consumers, rather than just a marketing stunt. Either way, it shows that branded connected products have plenty more to give, and will continue to develop for the foreseeable future.