L’Oréal has teamed up with AS Watson to launch a new concept make-up store in China. The duo has cut the ribbon on a flagship Colorlab by Watsons, as the new store will be known, in Shenzen.
The store, which is the first of 50 planned by the pair, boasts a striking black interior and is described as a ‘fashionable and trendy experience-led make-up space’. L’Oréal has been accorded more than 30 percent of floor space for its two flagship brands Maybelline and L’Oréal Paris. As Watson’s own-brands Makeup Miracle and Collagen will also be on offer as well as J-beauty Kiss Me and K-beauty’s CLIO.
“Make-up was identified as a huge growth area for Watsons and working with L’Oréal on the development of this new store concept meant that we had the expertise of an established make-up supplier at the forefront,” said Malina Ngai, Group Chief Operating Officer at AS Watson Group. “Colorlab stores put the customers’ experience first and rather than just purchasing make-up, we wanted to give customers access to advice and expertise from skilled make-up artists, as well as the opportunity to try out different looks and play about with new products.”
Samuel du Retail, L’Oréal China Vice President, Consumer Products Division General Manager, added, “Watsons has the reputation as the best health and beauty brand in Asia and we are excited to be working in partnership to launch Colorlab, a concept we are sure will be seen as one of the best stores for beauty. These new stores offer customers more than just a wide range of make-up products, they offer a make-up experience with access to instore make-up artists for consultations as well as a wide range of collateral on makeup trends and new looks to inspire them.”