A partnership to reinvent beauty
How about making the latest augmented reality technologies in beauty available on a smartphone? With #ColourMe, ModiFace - a leading artificial intelligence and virtual reality company owned by L’Oréal - and A.S. Watson Group have successfully developed a new virtual makeup try-on app.
From lipsticks and mascaras to foundations and eye shadows, 300 items as well as full makeup looks can be tried online thanks to this collaboration. Malina Ngai, Group Chief Operating Officer of A.S. Watson and Lubomira Rochet, L’Oréal’s Chief Digital Officer, tell us more about the partnership.
What would you consider to be the current trends shaping the e-commerce beauty market?
Malina Ngai: I believe the emerging trend in online beauty is about relevant service. Easy browsing and checkout features become just the basics. We have developed with L’Oréal the technology to provide a virtual mirror for makeup using augmented reality technology to give that fun and convenience for customers to test colour cosmetics on the move, and being able to identify the right product for the looks they like.
What is next? Could you talk about any developments in the pipeline?
Malina Ngai: Corporate Social Responsibility is a common focus between A.S. Watson and L’Oréal and I believe this would be the next strategic agenda for our partnership.
With the big trend of sustainable product, A.S. Watson is having a plan to reduce environmental impact of packaging on our planet. We have plans to collaborate with L’Oréal to stimulate in-store recycling by encouraging customers with reward point incentives in A.S. Watson stores in Asia and Europe. For e-commerce, A.S. Watson is trying to find a way to allow consumers to easily identify products that are refillable.