Hong Kong – AS Watson Group and L’Oréal Paris have announced the rollout of their first exclusive co-created beauty product, marking a new step in retailer–brand collaboration.
Developed, produced and launched exclusively for AS Watson Group, the L’Oréal Paris Infallible Setting Mist Cherry Edition is a limited-edition variant of the brand’s best-selling setting spray, created to tap into the fast-growing global demand for setting mist products.
The product builds on L’Oréal Paris’ existing formula, adding a cherry-inspired variant and pink packaging designed to appeal to Gen Z consumers.
The launch is backed by a complete O+O (offline plus online) strategy, which includes social media teaser campaigns, content created by influencers, in-store events, and seamless online-to-offline shopping experiences to boost sales across different channels.
The product is currently available in the UK, with rollout planned across 14 additional markets, including nine in Europe and five in Asia and the GCC region.
Following early traction in Europe, expansion markets will include Malaysia, Thailand, the Philippines and Singapore, supported by localised social campaigns, in-store activations and experiential events under the “Cherry Fix Summer Soirée” theme.
AS Watson and L’Oréal Paris said the collaboration reflects efforts to develop more integrated beauty ecosystems combining data, creative development and retail execution to support product innovation and distribution.
Malina Ngai, Group CEO of AS Watson Group, said, “This co-creation with L’Oréal Paris reflects how we are redefining the role of the retailer—from distributor to true innovation partner. By combining our deep consumer insights, omnichannel execution strength and L’Oréal Paris’ world-class R&D and brand power, we are creating products that are culturally relevant, commercially powerful and truly differentiated.”
“Co-creation at this level, with a trusted retail partner, represents a new frontier for L’Oréal Paris and the Consumer Products Division,” said Fabrice Megarbane, president of L’Oréal’s Consumer Products Division. “The Infallible Setting Mist Cherry Edition is proof that when category leadership meets retail excellence, the result is innovation that is culturally resonant and commercially compelling. We are truly honoured to make history with AS Watson. This is only just the beginning.”
