Colorlab by Watsons has teamed up with L’Oréal to open a new concept makeup store in China. The partners plan to open 50 more stores this year. 

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

The new concept makeup store, launched through a partnership between A.S. Watson, the world’s largest international health and beauty retailer, and L’Oréal, features a modern vibe, with a striking black interior.

The trendy experience-led makeup space offers access to on-hand makeup artists who can offer advice and expertise, as well as the opportunity to try out different looks and ‘play’ with products.

Malina Ngai, group chief operating officer, A.S. Watson Group, says, “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.”

Ngai continues, “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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Two of L’Oréal’s brands, L’Oréal Paris and Maybelline, have makeup counters in an eye-catching area of the store. Watsons’ makeup brands, Makeup Miracle and Collagen, are also on display — and the Japanese makeup brand Kiss Me and Korean makeup brand CLIO.

Samuel du Retail, L’Oréal China vice president, Consumer Products Division/GM, comments: “Watsons has the reputation as the best health & 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.”

Retail adds, “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.”

Check out the store in the video below.