Colorlab by Watsons, the new concept make-up store in China, is proving a big hit with consumers.

The new stores offer customers a fashionable and trendy experience-led make-up space, with 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 colour cosmetics. The stores are all in partnership with L'Oréal, whose brands occupy 30% of the floor space.

The concept follows the rise of online shopping and changing shopping behaviours of younger customers, which have called for innovative physical spaces and refreshing shopping experiences to help attract younger consumers.

Vibrantly decorated to attract the fashionistas and beauty-goers, the first Colorlab store launched in Shenzhen, China in January 2018 and following its success three further stores have opened, two in Guangzhou and one in Shanghai.

AS Watson says that these new experience-based make-up stores are already proving popular, with annual sales of cosmetics up 74% since opening, and plans are in place to roll out a further 50 stores across China by the end of this year.