P&G Drops Precision Makeup Brand Opte — Retail Bum

Procter & Gamble is unwinding its precision makeup device, Opte, after trumpeting the digital skincare technology to investors for the past several years.

The $600 inkjet wand was launched in 2019 after over a decade of research and development by P&G Ventures, a division that is tasked with developing hit products for the company. It utilized tiny cameras to scan for blemishes and cover them with a special serum as the device moved around the face, eliminating the need to apply makeup on the entire face.

The launch of the device marked P&G’s foray into a new product category, expanding beyond household products such as toothpaste and laundry detergent. Since its launch, P&G touted the device’s effectiveness at several major conferences, including the Consumer Analyst Group of New York forum, which is attended by investors from around the globe.

P&G Ventures is “intended to operate on a fast learning cycle, much like a startup,” P&G spokeswoman Erica Noble told Bloomberg. “The division regularly makes choices about where to “make the biggest impact to solve unmet consumer needs.”

The company plans to continue to offer technical and warranty support but is no longer fulfilling new product or refill orders. The decision did not result in any job losses.

Originally published at https://retailbum.com on April 10, 2023.