L’Oreal USA has entered into a partnership with mobile commerce platform PowaTag to improve the cosmetics company’s ability to handle smartphone payments.

Launched last year, PowaTag app acts as a “mobile wallet”, making it possible for consumers to purchase items without having to re-enter credit card information and shipping and billing addresses every time they buy.

The PowaTag app can transform any consumer touch point, such as print and TV advertising, eCommerce, retail stores and social media, into a platform for mobile commerce transactions on a smartphone. For example, it enables consumers to scan QR codes on advertisements to instantly purchase products.

Marie Gulin- Merle, Chief Marketing Officer at L’Oreal USA, commented, “Through this exciting partnership with PowaTag, we see a new way to merge the online and offline worlds of our customers, adding value to their lives and bringing ease and convenience to their mobile shopping experiences.”

Dan Wagner, CEO and Founder of Powa Technologies, added, “L’Oreal has recognized the great potential to engage with their customers anytime, anywhere with PowaTag. PowaTag provides a way for consumers to deepen their engagement with their favourite brands and being one of the world’s largest advertisers, the possibilities of what can be achieved for L’Oreal through a smartphone are endless. Mobile devices have become the go-to method for people to explore and connect with brands and PowaTag is rapidly becoming the standard for the world’s leading companies.”