Time Inc. UK has teamed up with L’Oréal Luxe to launch a new personalised beauty service for mobile.

Powder provides personalised editorial content and product recommendations, according to users’ needs as well as tailored beauty boxes.

It also offers new opportunities for commercial partners, such as highly targeted product sampling in addition to native advertising and targeted advertising campaigns.

Visitors to Powder create their own personal beauty profile, which allows the service to deliver bespoke advice and product recommendations.

L’Oréal Luxe Managing Director Amandine Ohayon said: “The decision to partner with Time Inc. during the development and launch stage of Powder was a tactical one for L’Oréal Luxe.

“Having enjoyed a long-standing partnership with many of Time Inc.’s titles, Powder was presented as an opportunity to test a new venture online across a range of brands within our portfolio.

“A tailored, personalised approach to beauty on mobile was what interested us and we have gained deeper insight into customer behaviour as a result.”

Marcus Rich, Time Inc. UK’s CEO, added: “Powder signifies a step change in the way we deliver products and services that engage our consumer and commercial audiences.

“It’s an excellent example of us combining our traditional strengths in the beauty sector with technology to transform our business.”