Colorlab by Watsons, a new concept makeup store developed in partnership between L’Oréal and A.S. Watson, has opened in China, with plans to roll out an additional 50 stores later this year.

L’Oréal has partnered with A.S. Watson to launch Colorlab by Watsons.

A.S. Watson Group, established in Hong Kong in 1841, is the world’s largest international health and beauty retailer, with more than 14,400 stores in 24 markets. The group comprises 12 retail brands, both in-store and online, and more than four billion customers each year.

The first Colorlab by Watsons store opened in Shenzhen, China in January 2018, and three additional stores quickly followed, two in Guangzhou and one in Shanghai.

The concept makeup store, featuring a sleek black interior and modern vibe, is a trendy experience-led makeup space where makeup artists offer advice and share their expertise, and customers can experiment with cosmetics. The space also includes a virtual make-up service offering over 100 mix-and-match makeup looks.

Colorlab by Watsons’ key highlight is the L’Oréal Paris and Maybelline makeup counters, whose products occupy over 30 percent of the space.

The store also includes Watson’s own makeup brands, Makeup Miracle and Collagen, as well as brands new to Watsons stores, including Japanese makeup brand Kiss Me, and Korean makeup brand CLIO.

“Makeup 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 makeup supplier at the forefront. Colorlab stores put the customer’s 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,” said Malina Ngai, Group Chief Operating Officer at A.S. Watson Group.

“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,” said Samuel du Retail, L’Oréal China Vice President, Consumer Products Division General Manager.

“These new stores offer customers more than just a wide range of makeup products, they offer a makeup experience with access to in-store makeup artists for consultations, as well as a wide range of collateral on makeup trends and new looks to inspire them.”