Bobbi Brown cosmetics is launching on Lazada Malaysia, Thailand and Singapore this week.

The flagship stores on Lazada Singapore will see the largest online inventory of products – more than double the selection of the largest existing online distributor.

Bobbi Brown said its partnership with Lazada will further its mission of bringing “high-touch educational experiences”. The flagship stores will provide consumers tips on selecting the right product for their needs and skin. Customers will also be able to seek advice from the brand’s beauty consultants through Lazada’s instant-messaging feature.

A live-streaming event tomorrow on the Lazada app will involve makeup tutorials by local beauty influencers. Besides midnight flash sales, there will also be “live” exclusive deals and promotions shoppers can purchase in-app during the livestream.

The partnership with Lazada will not just extend the reach of its range of products in Southeast Asia, but also to bring more innovative and immersive ways to share educational tips with a larger audience within the shopping experience, according to Bobbi Brown brand manager Yanny Li.

Bobbi Brown is the fifth brand under Estee Lauder Companies to launch its e-commerce flagship store on Lazada.