L'Oreal Thailand, a subsidiary of Paris-based L'Oreal Group, wants to bring together beauty and technology to expand its business.
Ines Caldeira, the company's newly appointed managing director, said L'Oreal's ambition is to be a pioneer in the "beauty tech" world, which focuses on inventing beauty through digital technologies for the consumer.
"Thailand's beauty market is very dynamic," Mrs Caldeira said.
"Beauty has become one of the most engaging categories online and the combination of beauty and digital has led to the explosion of sharing and self-expression we see today on social media."
She said the digital platform has been a powerful accelerator for growth and new technologies using data and artificial intelligence (AI) are opening new horizons.
"Beauty is using more tech, and we are determined to be the pioneers of this field," Mrs Caldeira said.
The company has started to introduce a series of new initiatives. The first is Effaclar Spotscan, an AI-based innovation from La Roche-Posay that offers a personalised acne diagnosis along with skincare recommendations.
Effaclar Spotscan will be available in Thailand this month.
L'Oreal will continue to work with strategic business partners to offer consumers innovative and unique products and services.
ColorMe, a virtual make-up try-on service using L'Oreal's ModiFace technology, will be available exclusively on the Watsons mobile app in Thailand next month.
ColorMe offers customers an opportunity to try on around 300 make-up products virtually, ranging from foundation to lipstick, for L'Oreal Paris and Maybelline brands in the first phase.
"We are continuously creating new products and services to respond to consumers' beauty desires while adding value to their lifestyles. We want to bring together beauty and technology as the world evolves," she said.
In the past, the parent company acquired many beauty brands, but only last year it started acquiring tech companies, said Mrs Caldeira.
"Investing in digital helps us engage with consumers and facilitates their buying decisions," she said.
"E-commerce makes up 11% of our sales globally, with Thailand well represented."
Mrs Caldeira said the company had another good year in 2018 as it grew on a par with the industry.
The success was because it prioritised product quality, focused on consumer satisfaction and creating unique experiences, and pioneered the digital arena to provide the best beauty services in stores and online, she said.
