Maybelline ties up with Infosys for mobile website

Cosmetics and beauty products brand Maybelline has entered into a partnership with India's second largest information technology (IT) services company Infosys to create, test and deploy a new optimised 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. It will also allow easy browsing of products from the company.

The mobile web development program will enable Maybelline to take advantage of the rapid growth of mobile internet in Asia by reaching out to its end consumers effectively. Recent data shows the percentage of internet traffic in this region has risen from 23 per cent to 37 per cent on mobile devices in the last year, well above the global average of 25 percent, Infosys said in a release.

"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," Karmesh Vaswani, vice president and head of Europe - retail, consumer goods and logistics at Infosys. "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."