Cosmetics major Coty has selected Middle East-based online retailer Jollychic to enhance its online presence and shopping experience for customers.

As part of the deal, both companies will initially focus on selling makeup brands such as Max Factor, Bourjois and Rimmel.

According to Coty MEA e-commerce head Morgan Achiche, the company has developed content and tutorials over the past few months to enhance the customer experience and strengthen its presence in the Middle East beauty market.

“Jollychic and Coty group will closely cooperate through a series of industry leading innovations.”

Achiche said: “E-commerce is an indispensable sector for Coty Group in the omnichannel customer journey. Jollychic is the leading e-commerce platform in the Middle East and has rich insights in digital retail and the market trends. We are glad to work closely with Jollychic to better serve our customer in the region.”

Jollychic Middle East marketing vice president Mohammed Jabri said: “Jollychic and Coty group will closely cooperate through a series of industry leading innovations, such as integrating e-commerce service with the unique brand strategy and optimising customer online-offline shopping experience via big data and artificial intelligence.

“Coty will also participate deeply in the Jollychic brand-store construction to better convey the brand message and sell limited edition items to online shoppers.

“E-commerce is an innovative way of retail and has huge potential beyond online sales. It can play a great role in fields such as brand communication and customer service.”