# Experiential Cosmetic Stores A.S. Watson & L'Oreal are Launching the 'Colorlab by Watsons' Concept By Laura McQuarrie | Published 2018-08-20 | Fashion Source: Trend Hunter, https://www.trendhunter.com/trends/colorlab-by-watsons References: [premiumbeautynews](http://www.premiumbeautynews.com/en/a-s-watson-and-l-oreal-join-forces) Across China, A.S. Watson and L'Oreal are introducing experience-centric Colorlab by Watsons concept stores, which aim to appeal to younger shoppers with a fresh, innovative approach to shopping. As online shopping has played a huge part in changing the way consumers shop, these stores are set to put a premium on experiences by offering consumers on-site advice and expertise, as well as the chance to play around with the available cosmetics. Two of L'Oreal's top makeup brands, [L’Oréal Paris](https://www.trendhunter.com/trends/beauty-genius) and [Maybelline](https://www.trendhunter.com/trends/makeup-your-mix), will make up about 30% of the displays in Colorlab by Watsons, alongside others like Collagen, [Makeup Miracle](https://www.trendhunter.com/trends/Essentia-Beauty), Japan's Kiss Me and K-beauty brand CLIO. In order to better compete with online markets, retailers are investing in experiential shopping as a way of connecting with their core demographic and offering them real value. ## Trend Insights (Trend Hunter) - Score: 4.6/10 - Popularity: 43% | Activity: 87% | Freshness: 8% - Audience gender: 10% men, 90% women - Primary generations: Gen Z, Millennial - Top markets: Asia ## Categories [Trend Hunter](https://www.trendhunter.com/trends) > [Fashion](https://www.trendhunter.com/fashion) > [Cosmetics](https://www.trendhunter.com/cosmetics) ## Key Themes ### Key Themes Behind This Trend - **Experiential Shopping:** The rise of experiential shopping in the cosmetics industry creates opportunities for brands to connect with younger shoppers through interactive and personalized experiences. - **On-site Expertise:** The integration of on-site advice and expertise in cosmetics stores allows brands to differentiate themselves and provide added value to customers. - **Online-offline Integration:** Retailers are finding ways to bridge the gap between online and offline shopping by offering unique in-store experiences that cannot be replicated online. ### Where This Applies - **Cosmetics:** The cosmetics industry can leverage experiential stores to attract and engage younger consumers, providing a competitive edge in the market. - **Retail:** The retail industry can benefit from the adoption of experiential shopping, creating opportunities to drive foot traffic and enhance customer loyalty. - **Beauty:** The beauty industry can tap into the trend of experiential shopping to showcase new products and build emotional connections with customers, leading to increased sales and brand loyalty. ## Related on Trend Hunter - [Botanical Lab Beauty Stores](https://www.trendhunter.com/trends/botanical-lab.md) - [Virtual Beauty-Focused Stores](https://www.trendhunter.com/trends/world-of-beauty.md) - [Immersive Luxury Cosmetics Pop-Ups](https://www.trendhunter.com/trends/la-beaut-louis-vuitton1.md) - [Whimsical Virtual Beauty Shops](https://www.trendhunter.com/trends/laneige-virtual-world.md) - [Interactive Beauty Destinations](https://www.trendhunter.com/trends/superdrug-beauty-playground.md) - [Phygital Beauty Store Experiences](https://www.trendhunter.com/trends/sephora-store-of-the-future.md) - [Digital Travel Retail Experiences](https://www.trendhunter.com/trends/digital-travel-retail.md) - [Luxe Designer Beauty Activations](https://www.trendhunter.com/trends/light-club-20.md) - [Gamified Beauty Pop-Ups](https://www.trendhunter.com/trends/the-players-lounge-popup.md)