This is just concealer which is very easy to apply. Women do much more than this like mascara, blushers etc which actually require precision to apply.

It's quite a bit more sophisticated than that. Their website says the device actually mixes three different colored pigments to customize it to your face and it applies anti-aging serum at the same time. That's pretty cool. The microprinting technology is from Funai, a Japanese electronics company: https://www.i4u.com/2019/01/130609/ces-2019-funaismicrofluid...

Don't women usually choose make up to match their skin tone? This mixes it on the fly which sounds cooler, but is that really any better? Are anti-ageing serums anything more than snake oil?

I'm sure they do but I like the idea that it's spot coverage and not all over your face. I also think that some anti-aging products actually work, at least they seem to have an effect on me. I don't believe in super complicated skincare routines that require tons of products.