• by Sarah Mahoney  @mahoney_sarah, January 8, 2019

L'Oréal is putting its tech face forward, unveiling the My Skin Track pH by La Roche-Posay at the Consumer Electronics Show.

While the company launched a sun sensor last year, this new wearable (and its app) measures skin pH levels, allowing users to adapt their skin-care routines accordingly.

Separately, L’Oreal is also launching haircare marketing campaigns.

The sensor, developed in partnership with Epicore Biosystems, earned a CES 2019 Innovation Award at the Las Vegas trade show. L'Oréal claims this is the first sensor to measure pH levels using microfluidic technology. Worn on the inner forearm, it captures trace bits of sweat, giving an accurate assessment within 15 minutes.

Healthy skin pH is slightly acidic, ranging between 4.5 and 5.5. When the pH is off -- which can happen due to environmental conditions as well as underlying problems like eczema -- people can struggle with inflammation, dryness and dermatitis.

L’Oreal launched its personal UV sensor, My Skin Track UV by La Roche-Posay, through Apple back in November.

The company also unveiled a campaign called #OwningIt for Superior Preference Hair Color, starring actors Courteney Cox, Amber Heard and Julianne Moore. During the ads, the women talk about making a hair color their own. (The line has 50 shades to choose from.)

The campaign, which broke during the Golden Globes, is from McCann New York, which also created the brand’s famous 1973 “Because I’m worth it” tagline and creative.

L’Oreal says it will continue #OwningIt as a social, digital and print effort in the months ahead.

And with #StopWaiting, it’s introducing the Elvive Rapid Reviver Deep Conditioners, playing on the old “Good things come to those who wait” line.

Starring Cuban-American singer Camila Cabello, the ad promises fast-acting conditioning. A social-media component also uses Eva Longoria, Amber Heard and Aja Naomi King, who are encouraging their followers to talk about what they’ve achieved in life when they stopped waiting.