Watch live at 11 a.m. EST: L’Oréal’s incubator chief on the future of beauty tech

Mass personalization and making meaningful impact in saving water have been among the dreams of beauty and personal-care brands for years, even decades. Now L’Oréal is getting a lot closer to making inroads on both fronts, thanks to two new products the world’s biggest beauty company is showcasing via the virtual CES.

In March, L’Oréal will launch Yves Saint Laurent Rouge Sur Mesure Powered by Perso, a $299 device that will let anyone mix virtually any shade of lipstick at home. The company also has joined Swiss environmental innovation company Gjosa to launch a pilot of L’Oréal Water Saver, a device that dispenses water, shampoo, conditioner and other hair treatments that can reduce water usage by 80%. If it were installed in 10,000 salon backbars, the device could save a billion gallons of water annually, says Guive Balooch, global vice president of the L’Oréal Technology Incubator.