AS Watson and L’Oréal Paris debut first co-created beauty product

AS Watson Group, owner of Superdrug, has partnered with L’Oréal Paris to launch its first exclusive co-created beauty product.

The collaboration builds on the existing L’Oréal Paris Infallible Setting Spray range, resulting in a Cherry limited-edition developed specifically for AS Watson Group.

The new product features a cherry-inspired twist on the bestselling formula, along with updated pink packaging designed to appeal to Gen Z beauty consumers.

The partnerships highlights AS Watson Group and L’Oréal Paris’ shared focus on combining data insights, creative development and retail execution to create products designed for multiple international markets.

It is currently available in the UK, with plans for rollout across 14 additional markets, including nine in Europe, five in Asia and several countries in the GCC region.

Malina Ngai, 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."

The launch is supported by an end-to-end O+O (offline plus online) strategy, including social-first teaser campaigns and creator-led content aimed at building awareness and engagement ahead of release.

Fabrice Megarbane, President of L’Oréal’s Consumer Products Division, said: "Co-creation at this level, with a trusted retail partner, represents a new frontier for L’Oréal Paris and the 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."