The cosmetics market in China is currently booming. It is exceeding the overall beauty care market by far, expected to reach RMB 49,662 million by 2022 and a compound annual growth rate of 10.2% between 2017-2022 (Mintel).
A.S. Watson, the world’s largest international health and beauty retailer, spotted the market potential and decided to develop its makeup offering.
Malina Ngai, Group Chief Operating Officer at A.S. Watson Group, said that makeup is a huge growth area for the company. The brand is entering the market through a partnership with L’Oréal, which, as the largest cosmetics and beauty company in the world, brings Watson “the expertise of an established makeup supplier at the forefront of the store”, Ngai added.
As customers are growingly turning their attention to the experience surrounding their shopping activities, Watson and L’Oréal focused on innovative physical spaces to attract a younger crowd. Their new concept make-up store, Colorlab, offer clients access to on-hand makeup artists who can offer advice and expertise, as well as the opportunity to try out different looks and play around with color cosmetics.
Located in Shenzhen, 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”. Over 30 % of the floor space is dedicated to L’Oréal’s two flagship brands, Maybelline and L’Oréal Paris. As Watson’s own-brands Makeup Miracle and Collagen will also be on offer along with Japanese makeup brand Kiss Me and K-beauty brand CLIO.
Samuel du Retail, L’Oréal China Vice President, Consumer Products Division General Manager, comments on the store uniqueness as he says Colorlab will not only offer a wide range of makeup products but it will also offer a makeup experience with access to in-store makeup artists for advices along with a wide range of collateral on makeup trends and new looks to inspire customers.
Take a look around the first Colorlab store in Shenzhen, China, at the video below: