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L’Oreal kicks off mobile payments drive

L’Oreal USA has partnered with Powatag to let consumers use their smartphones to make instant purchases by interacting with print and TV ads, e-commerce, retail stores, and social media.

The Powatag app is designed to let shoppers buy things at any time without having to enter their address and credit card information every time.

“Your phone or tablet becomes your mobile shop, product informer and personal sales assistant,” reads a statement on the company's website.

The site says consumers can "buy instantly from live broadcasts by simply listening" and "buy instantly from advertising with one easy scan."

Marie Gulin-Merle, chief marketing officer at L’Oreal USA, said: "Through this exciting partnership with PowaTag, we see a new way to merge the online and offline worlds of our customers, adding value to their lives and bringing ease and convenience to their mobile shopping experiences."

L’Oreal USA manages 30 beauty brands including Essie, Garnier, Kiehl’s, Lancome, and Maybelline New York.