We are parts of you!
The Consumer Electronics Show (CES) was held in Las Vegas from January 9-12, 2024. Four employees from Fujidenko (2 male and 2 female employees) and myself participated as “One-Team”.
Although we went as “One-Team”, every member had their own theme to report on. As such, the first and last time we all met was for dinner on January 11 at “Benihana” in Las Vegas. Each member made their own schedules and acted independently at CES. This is Fujidenko’s CES training style, ensuring employees strive to be independent.
This year’s CES was held 100% in person. This was my first time back to CES in four years since the outbreak and spread of COVID19. This year also marked the 100th anniversary of CES’s organizer, Consumer Technology Association’s (CTA) founding. As such, CES was heavily promoted, encouraging in-person attendance. CTA was founded in 1924 by John Shalom. Displays were colorful! The theme of the 2024 CES was “ALL ON.” Signs bearing the theme were displayed everywhere at the venue. My understanding of “ALL ON” is “bringing people together with shared interest in technology and innovation creates unprecedented power.”
Another feature of “ALL ON” was that many small startups from Asian countries, especially Korea and Singapore, participated.
What caught my attention the most at CES 2024 was the keynote speech featuring Nicolas Hieronimus, CEO of L’Oreal (world leading beauty company founded 115 years ago). Before attending this year’s CES, I assumed top executives of a company in the Beauty industry would be women. However, it turned out L’Oreal’s CEO is a French man.
Gary Shapiro, President and CEO of the CTA, introduced Mr. Hieronimus who noted Mr. Shapiro “correctly pronounced my [his] name.” The venue relaxed with laughter. (In French, they do not pronounce the letter H - silent H)
Mr. Hieronimus’ keynote was a colorful presentation that embodied CES 2024’s theme “ALL ON.” For the first time in its history, CES invited a beauty brand - and the largest beauty company in the world - to deliver its opening keynote. Over the last 15 years, CES has driven innovation in a multitude of fields including electronics, communications, computer business to electrical vehicles by automakers, airline (Delta), large agricultural machinery (John Deere), and even health and food technology. Innovation through technology has been the driving force leading to L’Oreal’s breakthrough in beauty technology.
The keynote was meaningful as it connected different industries through the shared lens of electrical technology. L’Oreal started as a research lab pursuing innovation in the service of beauty. By responding to universal differences (race, culture and history) with diversity, L’Oreal is a world leader in the beauty industry. Mr. Hieronimus’ address focused on the future, particularly new tech-based products, as outlined below.
•Beauty Genius
Actress Eva Longoria (longtime L’Oreal ambassador and “face” of L’Oreal) introduced the “Colorsonic.” Colorsonic is an AI system which provides beauty consultations to find the best L’Oreal products for users. In response to the reality that “more than 50% of women use hair color products,” L’oreal created a hair color that is harmless to skin and hair and created a device that makes dyeing hair even easier.
•HAPTA
“15% of the World Population live with some form of disability.” “50 million people worldwide live with limited fine motor skills.” L’Oreal introduced “HAPTA” , an AI powered motion stabilizing device. This hand-held make-up applicator was developed to assist users with limited arm and hand mobility giving them freedom and independence.
•Janina, Natasha & Pamela’s Comments
My hands are very limited and my legs as well. I need more confidence to go out! To talk to people. I like to do myself up, I like to wear makeup to go out and look good. HAPTA was awarded the Best Innovation Award at CES 2023.
Above are just two examples of L’Oreal’s technological innovations. Others included “Water Saver + gross Water Save Shower” and “AIR LIGHT Pro+ Zuvi Save energy consumption and hair damage.”
Other industries in attendance took on CES’s theme “ALL ON” as well. Partnership between Japanese companies, Sony and Honda led to the unveiling of Mobility EV “AFEELA”. Additionally, my favorite agricultural machinery maker, John Deere, is further advancing its autonomous operation. This year John Deere exhibited a large automatic cotton picking machine as well as their GPS Satellite Communication Receiver “StarFire 7000” (shaped like a hamburger), which is the core of the system, further advancing their innovation.
Further advancing their innovation. Fujidenko’s business concept for FY2024 is greatly inspired by CES 2024’s theme “ALL ON.” Our business concept for FY2024 will be “We are parts of You!” You includes, customers, suppliers, and all those with whom we have a relationship. I leave you with these final words borrowing from Eva Longoria - “You’re Worth It”
Hiroshi Yoshida
President & CEO Fuji Denko Company
