A.S. Watson, ModiFace start #ColourMe service roll-out

L’Oréal’s AI and AR offshoot ModiFace and A.S. Watson Group have launched a virtual makeup try-on offering called #ColourMe.

This will be available on Watsons mobile apps, giving shoppers access to 300 products including lipsticks, mascara, eyeshadow, brow colouring and foundation. They can also try-on recommended trend looks, create and save their own look creations, and 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 store.

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 the mobile apps of Watsons Malaysia, Taiwan, Thailand and Singapore. A.S. Watson says that it will consider extending the collaboration to other brands and markets across its portfolio in Asia and Europe.

Malina Ngai, A.S. Watson Group Chief Operating Officer, comments: “We have a shared vision with L’Oréal in driving digital leadership in beauty, and we discussed about creating this exclusive experience since the second half of last year utilising 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.”