Fun with virtual make-up

Bekdache (left) and Loh checking out the newly launched #ColourMe service at Watsons Sunway Pyramid. (Right) Chew demonstrating some of the choices available in the app. — Photos: SAM THAM/The Star

WOMEN now have a chance to experiment with their beauty looks thanks to technology.

A.S Watson Group (ASW) and L’Oreal’s AI and AR company, ModiFace, has launched their virtual make-up try-on service #ColourMe, making ModiFace’s industry- leading AR technology available to consumers across Asia on mobile devices.

#ColourMe is now available on Watsons mobile app, providing shoppers with the opportunity to virtually try on more than 500 make-up products from L’Oreal Paris and Maybelline New York, including lipstick, mascara, eyeshadow, brow colouring, eyeliner and foundation.

Users will be able to try recommended trend looks, create and save their own look creations as well as capture photos and videos of their make-up.

This mobile app provides five categories of Hot Looks – Chic, Impact, Smoky, NYC Glam and Stylish.

Products associated with each look can be ordered by the user and delivered to the shopper’s home or collected from a local Watsons store in four hours.

The technology was rolled out with two brands in the first phase of the launch and it will be available exclusively at 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.

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

Chew demonstrating some of the choices available in the app. — Photos: SAM THAM/The Star

“This is why we are thrilled to launch the virtual make-up try-on #ColourMe.

“This technology offers consumers a unique way to discover and enjoy make-up and will allow us to further reinvent the beauty experience in the future.”

ASW group chief operating officer Malina Ngai was excited about the new digital experience as well.

“Customers are at the heart of all our innovations. We strive to create bespoke online and offline experiences that add value.

“We have a shared vision with L’Oreal in driving digital leadership in beauty. Together, we will transform the way beauty lovers discover and experience make-up and provide a one-stop shopping experience on our mobile app,” added Ngai.

“This new technology will make shopping even more engaging and very personalised for the customers.

“We are proud to be the first country in South-East Asia to launch #ColourMe. Now, Malaysian consumers will have the opportunity to experience this exciting virtual makeup try-on from Maybelline and L’Oreal Paris and transform the way they shop,” said L’Oreal Malaysia and Singapore managing director Malek Bekdache.

Watsons Malaysia managing director Caryn Loh noted that 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 through our partnership with L’Oreal #ColourMe is a perfect example of how we let our customers feel better connected with the L’Oreal brand and empower them to make better purchasing decisions,” added Loh.

At the launch of #ColourMe at Watsons Sunway Pyramid in Petaling Jaya, L’Oreal Malaysia senior digital marketing executive Yumi Chew demonstrated the choices available for the virtual try-on service.

“Consumers will be spoilt for choice when they check out the service and products available,” Chew said.

Social influencers, guests and the media were also given the chance to try the service.

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