A.S. Watson and L’Oreal launch virtual make-up testing service to enhance shopping experience

By Amanda Lim

- Last updated on GMT

A.S. Watson Group has partnered with L’Oréal-backed ModiFace to launch a virtual makeup testing service. ©A.S. Watson
A.S. Watson Group has partnered with L’Oréal-backed ModiFace to launch a virtual makeup testing service. ©A.S. Watson
A.S. Watson Group has partnered with L’Oréal-backed ModiFace to launch a virtual make-up testing service in order to keep up with consumer demand for new shopping experiences.

#ColourMe, the virtual make-up testing service, will be exclusively available in Taiwan, Singapore, Thailand and Malaysia this month via the Watsons’ mobile e-commerce application.

Digitally-enhanced shopping

With the service consumers can create their own looks and try on recommended make-up styles. #ColourMe also allows consumers to capture photos and videos of their creations.

Once satisfied, consumers can have products delivered or opt to collect it from their nearest Watsons store in as quickly as four hours.

Alexis Perakis-Valat, president of L’Oréal’s consumer products division, said: “This technology offers consumers a unique way to discover and enjoy make-up and will allow us to further reinvent the beauty experience in the future.”

For the first phase of the launch, consumers will be able to virtual try over 300 make-up products from L’Oréal Paris and Maybelline.

Malina Ngai, COO of A.S. Watson Group told CosmeticsDesign-Asia​ that the company may extend the product range to include other brands, including ones outside of the L Oréal portfolio.

However, the company’s main priority would be to extend the #ColourMe service across the L’Oreal range in Asia and in Europe.

Keeping up with consumers

One of the most challenging aspects of the retail landscape is keeping up with the rapidly changing behaviours of consumers, said Ngai.

She said: “Customer behaviours are continuing to change rapidly along with their expectations of shopping experience both in store and online.”

In order to keep up with consumer trends and behaviours, Ngai said the company made a point to keep up with trends on social media and conduct consumer research.

Introducing digital elements into brick-and-mortar is part of the company’s strategy to stay connected with its consumers.

“Customers are at the heart of all our innovations. We strive to create bespoke online and offline experiences that add value for their lifestyle.

“Digital innovation is a must-have element in today’s retail space in order to delight our customers. What they expect now is not just products and price but experience, particularly different experience and interactions with retailers.”

Perakis-Valat agreed: “Digital technology is about to revolutionise retail, making shopping more entertaining, easy and personalised.”

Digital partnerships are key

Ngai said the company was in talks with L’Oréal since last year to create an “exclusive experience”​ for its shoppers.

She said that the companies have a shared vision of “driving digital leadership in beauty” ​and believed their partnership will “transform the way beauty lovers discover and experience makeup”​.

Perakis-Valat added: “We want to be a driving force of this transformation and so does A.S. Watson who is a long-standing and trusted retail partner for us,”

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