Global make-up market leader, Maybelline has partnered with India's Infosys to create, test and deploy a new optimized website for a wide range of mobile devices. The website will deliver the latest promotions for new products, tutorial videos and make up tips to Maybelline users.
The mobile web development program will enable Maybelline to reach out to its end consumers effectively. Recent data shows the percentage of internet traffic in Asia has risen from 23 percent to 37 percent on mobile devices in the last year, well above the global average of 25 percent.
Infosys itself brought its digital teams located at its global delivery centers in India, and in Paris, France, where Maybelline is headquartered together to make for a comprehensicve product.
"We chose Infosys to capitalize on their recognized expertise in mobile and digital technologies as well as their deep understanding of the consumer products industry," said Visna Lim, Digital Head for South Asia for Maybelline & L’Oreal Paris (Consumer Product Goods Division)
The initial Singapore mobile web site has rapidly expanded across Hong Kong, India, Indonesia, Malaysia, Philippines, South Korea, Taiwan, Thailand and Vietnam.
"As consumer experience becomes increasingly dominated by digital interactions, one of the biggest challenges brands face is responding quickly to a rapidly changing market without compromising quality. Our team analysed user behaviour and preferences to structure, design and produce the website so that Maybelline could rapidly improve their engagement with millions of people across Asia,” Karmesh Vaswani, Vice President and Head of Europe – Retail, Consumer Goods and Logistics at Infosys.