Beauty behemoth L’Oréal has been announced as the primary brand partner for the new mobile-first beauty service launched by Time UK called Powder.

The service features personalised editorial content, product recommendations and bespoke advice. Users have a ‘virtual beauty drawer’ in which they can save products recommended to them based on their own beauty needs. These include age, skin type, beauty problems, budget and make-up preferences.

Marking yet another notch on L’Oréal’s digital ladder, the company is the first brand to partner the service for its soft launch. Indeed, commercial partners are able to make use of sampling opportunities, native advertising and targeted campaigns. 

L’Oréal Luxe Managing Director Amandine Ohayon says, “The decision to partner with Time during the development and launch stage of Powder was a tactical one for L’Oréal Luxe.  Having enjoyed a long-standing partnership with many of Time’s titles, Powder was presented as an opportunity to test a new venture online across a range of brands within our portfolio. A tailored, personalised approach to beauty on mobile was what interested us and we have gained deeper insight into customer behaviour as a result.”

Marcus Rich, Time UK’s chief executive, followed up by saying, “Powder signifies a step change in the way we deliver products and services that engage our consumer and commercial audiences. It’s an excellent example of us combining our traditional strengths in the beauty sector with technology to transform our business.”