A smartphone that moves, tracks and responds in real time—but is it real utility or just a marketing gimmick?
Updated
April 15, 2026 6:00 PM
HONOR Robot Phone, with its camera arm extended. PHOTO: HONOR
Smartphones today feel more familiar than new. Each year brings better performance and better cameras, but fewer real surprises. So when a company unveils something called a “Robot Phone”, it’s bound to get attention.
HONOR did exactly that at the Mobile World Congress (MWC) in Barcelona this year. While most smartphone brands are focused on software upgrades, HONOR is trying something different with hardware. Its Robot Phone is built to move and adjust on its own. The camera sits on a motorized system that can tilt, track motion and shift angles automatically. It almost looks like a small robotic head, following whatever is happening in front of it. It can pick up sound, recognize motion and stay visually aware of its surroundings. This result feels less like using a regular phone and more like interacting with something responsive.
So what makes HONOR’s Robot Phone different from the smartphones we already use? Here’s a closer look at its camera system, AI features and design, and whether it is truly something new or simply smart marketing.
At its core, the Robot Phone still works like a regular smartphone. What makes it different is the camera system. It has a 200MP camera that sits on a motorized arm with a three-axis gimbal, which extends when in use and folds back into the phone when not needed. The compact motor gives the camera physical movement, while motion control allows it to sense, track and follow a person or object in real time. That means it can keep a subject in frame without constant manual adjustment.
The camera also adds a more playful side to the experience. It can respond with simple gestures, such as nodding or shaking its head, and it can even move in sync with music.
This setup could be particularly useful for content creators. As CNET tech journalist and YouTuber Andrew Lanxon pointed out, it removes the need to carry a separate gimbal. Since the robotic camera module can easily fold into the body of the phone, it is easier to carry around and more convenient for filming or taking photos on the go.
The Robot Phone also has the practical advantage of a smartphone display. It gives users a bigger screen than a standalone camera for framing, monitoring and reviewing footage. Since it runs on Android, the process of recording, editing and sharing content is also more direct.
The most impressive part of the HONOR Robot Phone design is how it fits a moving camera system into the body of a smartphone without needing external attachments.
To make this possible, HONOR uses a custom micro motor that is 70% smaller than mainstream competitors. The company also says it is the industry’s smallest four-degrees-of-freedom (4DoF) gimbal system. To support the stable movement of the camera module, the internal structure uses high-strength materials such as steel and titanium alloy. These materials help the mechanism stay durable as it shifts and repositions over time.
Battery life is another obvious question. HONOR has not revealed the battery capacity of the Robot Phone itself, but it did showcase its Silicon-Carbon Blade Battery technology at MWC 2026. The company says this battery is designed to increase energy density while keeping devices slim, and that it could support capacities of 7,000 mAh and beyond in future foldable devices.
That is not specific to the Robot Phone, but it does hint at the kind of battery improvements that may be needed for smartphones with moving parts and more advanced camera systems.
The AI features in Honor’s Robot Phone are focused on how the device sees and responds to its surroundings in real time. At the most basic level, the phone can track what is happening in a scene and adjust itself without constant user input.
On the functional side, the system keeps subjects framed and in focus automatically. Its AI Object Tracking ensures subjects stay centred, while AI SpinShot enables controlled 90° and 180° rotations for smoother transitions, even when the phone is used one-handed. It can also detect motion and recognize sound, which lets it respond to activity as it happens instead of reacting frame by frame.
The AI becomes more noticeable in the way the device behaves. When activated, the camera module unfolds and the screen displays a pair of animated eyes that track the user’s face and gaze. Honor calls this “embodied AI”, meaning the assistant expresses itself through movement rather than only voice or text. The camera module can adjust its angle during video calls, which makes it feel a little more physically present.
According to Thomas Bai, AI product expert at Honor, the goal is to move beyond passive assistance. By combining sensing, movement and real-time processing, the device is designed to interact with its environment in a more continuous way. In practice, that could mean interpreting its surroundings and responding as situations change, such as when someone is moving through an unfamiliar space.
The Robot Phone has sparked curiosity, but there is still a lot we do not know. For one thing, it is still a prototype, with a release expected later this year. Early signs also suggest it may be expensive, partly because of rising memory chip costs. Some of its more playful features also feel uncertain. In demos, the phone can move along to music, but with only a handful of pre-set tracks, it is hard to tell whether that feature will be genuinely useful or remain more of a showcase moment.
Then there are the practical questions. A motorized camera system could make the phone heavier and more top-heavy, which may affect comfort during daily use. Running a motor alongside continuous AI tracking will also likely put pressure on battery life. These are not dealbreakers, but they are trade-offs that will matter outside of a demo.
Privacy is another concern that is hard to overlook. Some of the AI features rely on cloud processing, which means certain data is sent to external servers instead of being processed fully on the device. That is common in many AI systems today, but it feels more significant here because the phone is built to actively track movement and reposition its camera in real time. For some people, that level of autonomy may feel intrusive rather than helpful. It also raises bigger questions about what sensors are built into the device and how much data they collect during everyday use.
So, is the HONOR Robot Phone a real step forward, or just a clever idea packaged well?
The answer depends on who it is for.
For content creators, the appeal is obvious. Early indications suggest it could make video capture easier by reducing the need for extra gear. Honor’s collaboration with cinema camera company ARRI also suggests a serious push toward more cinematic smartphone footage.
For everyone else, the value is less clear. Outside of content creation, it is still hard to see how these features would translate into everyday use in a meaningful way.
For now, the Robot Phone sits somewhere between promise and experiment. Whether it turns into a genuinely useful new kind of smartphone or fades away as a novelty will only become clear once it moves beyond controlled demos and into real life.
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From driving social change to making luxury affordable — Lessons from The Body Shop India
Updated
January 30, 2026 11:43 AM
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The Body Shop's storefront. PHOTO: ADOBE STOCK
The Body Shop, known worldwide for its ethical values and cruelty-free beauty products, has had very different results in two of its major markets. In the United States, challenges such as shifting retail trends and tougher competition led to the closure of most physical stores in early 2024. Meanwhile, in India, The Body Shop has risen to become one of its top five global markets. After reaching customers in more than 1,500 Indian cities through its omnichannel network, the company now plans to double its 200-store footprint over the next three to five years.
So what did The Body Shop do in India that proved harder to pull off in the U.S.? Below, we break down why The Body Shop struggled in the U.S., what’s driving The Body Shop India’s growth and what startup founders can learn from the contrast.
In March 2024, The Body Shop’s U.S. unit filed for Chapter 7 bankruptcy and stopped operating its roughly 50 stores. That move effectively ended its brick-and-mortar presence in the country.
A big part of the story is that the U.S. beauty market moved faster than The Body Shop did. Prestige beauty kept growing, and shoppers increasingly gravitated to retailers and brands that feel current and have a strong online presence. Paul Dodd, Chief Innovation Officer at e-commerce fulfilment partner Huboo, have pointed to The Body Shop’s slow approach to digital growth as a major factor behind its decline. With U.S. prestige beauty sales reaching about US$33.9 billion in 2024 and growing at 7% year over year, the demand is clearly there. The brands that stand out and get rewarded were the ones that matched how people now discover products and buy them.
The company also leaned too heavily on stores at a time when stores were getting harder to run. When foot traffic drops and rents rise, the pressure shows up quickly. Shoppers also had more places to go, including Sephora, Ulta, Amazon and direct-to-consumer sites. A similar pattern played out in Canada, where restructuring included store closures and halted e-commerce. It was another sign that North America had become an operational headache, not just a marketing challenge.
Then there’s the branding issue: its “ethical pioneer” position simply stopped being a moat in the U.S. market. Today, cruelty-free and vegan claims are now table stakes across many newer brands, and “clean beauty” messaging is everywhere. “Initially, the purpose-driven brand was revolutionary, so much so that competitors like Drunk Elephant have adopted a similar ethos,” says Dan Hocking, Chief Operating Officer at advertising agency TroubleMaker. “It was a concept that rightly earned success in the 80s and 90s, but The Body Shop didn’t adapt to changing consumer habits and preferences”. Meanwhile, competitors like Lush have kept people talking through stronger creator/influencer marketing, faster product cycles and more immersive in-store experiences.
Internal disruption likely made the turnaround even harder. Reporting on the U.S. bankruptcy points to instability, including the U.S. unit saying it did not have advance notice of decisions tied to the U.K. parent’s restructuring. When leadership decisions land without warning, it becomes harder to plan inventory, fund marketing and commit to a clear digital roadmap.
1. Expansion into tier 2 and 3 cities
For years, India’s beauty industry focused mainly on metropolitan cities. Today, however, increasing internet penetration, rising disposable incomes, exposure to global beauty trends and an appetite for ethical, sustainable brands have fuelled demand in smaller towns. That tailwind matters because India’s beauty and personal care market is expected to reach a gross merchandise value (GMV) of US$30 billion by 2027 and is projected to grow at roughly an 10% CAGR. There’s plenty of room for both premium and “affordable luxury” players that can meet consumer where they are.
The Body Shop has leaned into this shift. Harmeet Singh, Chief Brand Officer of The Body Shop Asia South, has said the brand is expanding into Tier 2 and Tier 3 cities with a focus on central and Northeast India. Reports also point to a clear advantage here: more than 200 stores across dozens of cities, plus online reach into over 1,500 cities. That foundation makes non-metro expansion feel like the next move, not a risky leap.
2. Omni-channel retail strategy for beauty shoppers
Unlike its U.S. front, The Body Shop India has put effort into digital and distribution. Besides its own online store, customers can find the brand on big beauty and retail platforms like Nykaa, Amazon, Flipkart, Tatacliq and Myntra. It has also built more direct routes to purchase through WhatsApp, social commerce, expert chats and live video consultations. For even faster access, it’s on quick-commerce apps like Blinkit and Swiggy.
This strategy is already showing up in the numbers. Nearly 30% of The Body Shop India’s business came from digital channels as of June 2025. Rahul Shanker, Chief Executive of The Body Shop India, has said the brand wants to lift online revenue to 45–50% of total sales by 2030.
This approach lines up with what’s happening in the market. NielsenIQ data found beauty e-commerce and quick-commerce sales in India rose 39% in value between June and November 2024, with offline growth over the same period being just 3%. The logic is simple: if the market is moving online, you want to be easy to buy online.
3. Inclusivity, accessibility and social impact
The Body Shop’s people-first approach shows up not just in its marketing, but in how it runs the business day to day. Inside the company, it has pushed gender sensitivity across teams. Out of 600 employees, it has 10 staff members who are part of the LGBTQA+ spectrum.
In stores, the brand has worked on improving accessibility. In 2024, The Body Shop India launched a Braille initiative for visually impaired customers. The programme introduced Braille category callouts in select locations so shoppers can navigate more independently.
On the sustainability side, the brand ties its message to its supply chain. An example is its long-term partnership with Plastics for Change, a Bengaluru-based social enterprise, to source “Community Fair Trade” recycled plastic for packaging. The collaboration has resulted in more predictable income, safer work and better access to social services and housing and education projects for the waste picker communities, which often include marginalized groups and women.
The same intent can also be seen in its physical retail. The Body Shop India has been converting stores into its “Activist Workshop” format, where everything is made from recycled materials, including store fixtures and interiors. By mid-2024, it had around 20 Activist Workshop stores in India.
4. Pricing that fits the Indian beauty market
In April 2025, The Body Shop India launched its “More Love for Less” campaign to make products more accessible. Through the campaign, the company lowered the prices of more than 60 best-sellers by 28–30%. The goal was to remove a clear barrier for many shoppers while maintaining the same quality.
The company has also positioned this as a pricing reset, not a short-term discount push. It’s meant to widen the funnel, especially among younger consumers aged 18–25, where price has been a major hurdle. That matters even more as the brand expands deeper into Tier 2 and Tier 3 cities, where value is often front and centre.
5. Local marketing that feels made for India
The Body Shop India has leaned into localized marketing in a way that feels specific, not generic. In late 2024, it launched “The India Edit”, a collection inspired by native ingredients like lotus, hibiscus, pomegranate and black grape. The tagline, “Only in India, for You,” makes the intent clear: India is not a copy-paste market. This approach matters because India is one of the most competitive beauty battlegrounds right now, with ongoing entry from global beauty brands. When everyone is fighting for attention, local storytelling helps The Body Shop stand out and feel closer to the customer.
The Body Shop’s story in the U.S. and India shows how differently a global beauty brand can perform depending on local strategy. In the U.S., it ran into a tough mix of fast-changing consumer habits, heavy competition and a liquidation process that left little room to rebuild. In India, the brand is riding big tailwinds in beauty retail growth, plus the shift to e-commerce and quick commerce. It has also put real effort into localization, pricing and omnichannel distribution.
If you’re trying to scale a consumer brand, there’s a clear takeaway here. Understand how your market shops, build strong digital distribution and make the brand feel local. The Body Shop India’s playbook is a useful example of how to do it.