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A.S. Watson launches new concept makeup store

Superdrug owner A.S. Watson has partnered with L’Oréal to launch Colorlab by Watsons, a new concept makeup store in China. A.S. Watson said the new stores… View Article

HEALTH & BEAUTY

A.S. Watson launches new concept makeup store

Superdrug owner A.S. Watson has partnered with L’Oréal to launch Colorlab by Watsons, a new concept makeup store in China.

A.S. Watson said the new stores aim to offer customers an experience-led makeup space, with makeup artists offering advice and the opportunity to try out different looks and play around with colour cosmetics.

While products by L’Oréal Paris and Maybelline occupy over 30% of the store’s display space, the shop also showcases Watsons’ own makeup brands Makeup Miracle and Collagen, as well as Kiss Me from Japan and CLIO from Korea.

The first Colorlab store launched in Shenzhen in China and has been followed by the opening of two stores in Guangzhou and one in Shanghai. A.S. Watson is planning to roll out a further 50 stores across China by the end of this year.

A.S. Watson said cosmetics have been identified as a big growth area for its business. While helping to create the new concept, L’Oréal advised on the best way to attract a larger customer base and target a younger demographic.

Malina Ngai, group chief operating officer at A.S. Watson, said: “Working with L’Oréal on the development of this new store concept meant that we had the expertise of an established makeup supplier at the forefront.

“Colorlab stores put the customers experience first and rather than just purchasing makeup, we wanted to give customers access to advice and expertise from skilled makeup artists, as well as the opportunity to try out different looks and play about with new products.”

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