A.S. Watson partners with L’Oréal’s ModiFace for Asia-wide virtual makeup service

A.S. Watson Group and L’Oréal’s AI/AR company ModiFace have partnered and launched a virtual makeup try-on service, "#ColourMe", which will be available to consumers across Asia on Watsons mobile apps in March.

The #ColourMe service will allow shoppers to use augmented reality tools to try on 300 virtual makeup products including lipsticks, mascara, eyeshadow, eyebrow 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 session. Products associated with each look can be delivered to the shopper’s home or collected from a local Watsons store 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. A.S. Watson Group stated it 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, said, “Customers are at the heart of all our innovations. We strive to create bespoke online and offline experiences that add value for their lifestyle.”

Ngai explained that A.S. Watson Group and L’Oréal have been planning to create this exclusive experience utilizing ModiFace’s technology since the second half of last year.

“Digital technologies are about to revolutionise retail, making shopping more entertaining, easy and personalised,” said Alexis Perakis-Valat, president of L’Oréal’s consumer products division. “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.”