AS Watson and L’Oréal Paris debut exclusive product co-creation

AS Watson Group has joined forces with L’Oréal Paris to unveil an exclusive, co-created beauty product: the L’Oréal Paris Infallible Setting Mist Cherry Edition.

Developed, produced, and launched exclusively for AS Watson Group, this limited-edition release reimagines L’Oréal Paris’ best-selling, viral hero formula to capture the fast-growing setting spray segment.

Featuring a bold cherry-inspired twist and distinctive pink packaging, the product was purpose-built to resonate deeply with Gen Z beauty consumers, aligning with L’Oréal Paris’ ongoing commitment to making innovative beauty accessible to an even wider audience.

The highly anticipated product is already live in the UK, with a further rollout planned across 14 additional global markets spanning Europe, Asia, and the GCC. Following strong early momentum in Europe, the new product is set to expand into the GCC and Asia later this year, with highly anticipated launches in Malaysia, Thailand, the Philippines, and Singapore.

To support the global expansion, the brand will deploy localised social media activation, high-impact in-store maximisation, and immersive brand experiences anchored under the vibrant theme, “Cherry Fix Summer Soirée.”

Driving the launch is a comprehensive, end-to-end O+O (Offline plus Online) strategy designed to optimise every touchpoint of the consumer journey. This ecosystem begins with social-first teaser campaigns and creator-led content to fuel desirability, followed by high-impact in-store theater and dominant online placement to maximise conversion.

The O+O activation model ensures that consumers experience a frictionless transition from initial digital discovery to final purchase. Given that 75% of consumers are more likely to buy limited-edition packaging, this strategy effectively positions the setting mist as a collectible must-have, elevating a daily beauty essential into a bona fide social and cultural statement.

This exclusive co-creation underscores the shared commitment of both L’Oréal Paris and AS Watson to build next-generation beauty ecosystems where data, creativity, and operational excellence converge to deliver greater value for consumers and stakeholders alike.

Malina Ngai, Group CEO of AS Watson Group, said, “This co-creation with L’Oréal Paris reflects how we are redefining the role of the retailer—from distributor to true innovation partner. By combining our deep consumer insights, omnichannel execution strength and L’Oréal Paris’ world-class R&D and brand power, we are creating products that are culturally relevant, commercially powerful and truly differentiated.”

MARKETING-INTERACTIVE has reached out to AS Watson for more information. 

Related articles:

AS Watson empowers customers to feel great with new brand refresh
AS Watson and Hang Seng University ink deal to nurture young talents