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

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 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.

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”.



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.”

In Malaysia, Watsons and L’Oreal Malaysia joined forces to launch #ColourMe x Modiface on 30th May 2019. Download the Watsons app and experience Digital Beauty with #ColourMe now.


‘The customer buying and decision-making has changed over the years where customers are more tech-savvy. Hence, at Watsons we would like to understand our shoppers better, constantly engage with them and innovate ourselves to cater to their needs. Digitalisation in the customer journey experience with our partnership with L’Oréal’s #ColourMe, is a perfect example of how we let our customers feel better connected with the L’Oréal brand that empower them to make better purchasing decisions.’ - Caryn Loh, Managing Director of Watsons Malaysia.