A.S. Watson and L’Oréal’s ModiFace drive retail innovation with the launch of virtual makeup try-on service #ColourMe

A.S. Watson and L’Oréal jointly announce the launch of #ColourMe

L’Oréal’s AI and AR company ModiFace and A.S. Watson Group (“ASW”) announce the launch of the virtual makeup try-on #ColourMe, making ModiFace’s industry-leading AR technology available to consumers across Asia on mobile.

#ColourMe, launching in March, is a virtual try-on service which will be available on Watsons mobile apps providing shoppers with the opportunity to virtually try on 300 makeup products including lipsticks, mascara, eyeshadow, brow colouring and foundation. Users will also be able to try on recommended trend looks, create and save their own look creations, as well as capture photos and videos of their makeup. Products associated with each look can be delivered to the shopper’s home or collected from a local Watsons store in as quickly as four hours.

The technology will roll out with L’Oréal Paris and Maybelline brands in the first phase of the launch, and it will be available exclusively in e-commerce mobile apps of Watsons Malaysia, Taiwan, Thailand and Singapore. ASW will consider extending the collaboration to other brands and markets across its portfolio in Asia and Europe in the future.

Malina Ngai, A.S. Watson Group Chief Operating Officer is excited about the new digital experience created with the support of L’Oréal, “Customers are at the heart of all our innovations. We strive to create bespoke online and offline experiences that add value for their lifestyle. We have a shared vision with L’Oréal in driving digital leadership in beauty, and we discussed about creating the exclusive experience since the second half of last year utilizing ModiFace’s technology. Together we will transform the way beauty lovers discover and experience makeup and a one-stop shopping experience on our mobile app.”

Alexis Perakis-Valat, President of L’Oréal’s Consumer Products Division, says, “Digital technologies are about to revolutionize retail, making shopping more entertaining, easy and personalized. 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. This is why we are thrilled to launch the virtual makeup try-on #ColourMe powered by our own beauty AR and AI company Modiface. This technology offers consumers a unique way to discover and enjoy makeup and will allow us to further reinvent the beauty experience in the future”.