January, 2012
Chanel targeted the digital space to promote the new line of Shine lipstick. Chanel developed a Facebook application photobooth where users can take a series of images, add text and share them on their walls. To tie into the lipstick line, the photobooth images are tinted with a color offered within the Shine collection. To learn more, please visit Facebook.com/Chanel.
January, 2012
Axe will kick off the launch of its newest fragrance through a social short graphic novel called Anarchy: The Graphic Novel hosted on its Facebook page. Fans will be able to help write the novel by dictating the characters’, “The Anarchy Girls”, actions. The fans interact with the novel as it unfolds to determine the outcome. Axe recruited X-Men writer for DC Comic books, Scott Lobell, to help write the new Anarchy Girls series for the Facebook launch. The fragrance launch includes a fragrance for men and a fragrance for women. For more information, see Mashable.
January, 2012
Select Sephora stores are currently using iPod Touches to complete in-store sales. The use of the iPods is dedicated to alleviating long waits in check-out lines. Consumers can also receive better customer service as their sales representative who has helped them find their product can execute the check-out. To learn more about how Sephora is leveraging mobile devices for mobile commerce, please visit MobileCommerceDaily.com.
August, 2011
Avon, the women’s cosmetics company, recently launched an experiential “Thank You” campaign in Slovakia. The campaign focused around the fact that Avon has been active in Slovakia for 20 years and the brand wanted to show their appreciation. An interactive mirror was set up with a camera, speakers and a high speed internet connection that was able to talk to woman and tell them how beautiful they looked in real time. To see the results, please visit Avon’s Miraculous Mirror.
April, 2011
Sephora recently infiltrated the digital world through the sale of virtual gifts on Facebook. Consumers can choose from a handful of the chain’s best-selling premium beauty supplies and products, purchase products online and instantly gift to a friend. Sephora forwards the receiver a product code for the gifted item, which they can redeem in-stores or on Sephora.com. The brand’s Facebook page also includes a monthly sweepstakes, expert beauty tips and advice, product reviews and exclusive online deals to appeal to beauty enthusiasts of all types.
April, 2011
Redken is trying to engage their customers on all channels. They made the mobile apps “Color Me Mobile” and the “Stylist network.” The Stylist Network helps stylists find hair color formulas, has a timer to prevent over-processing, and ask advice from other stylists. Redken also launched a mobile site that lets consumers find their closest Redken salon, lets stylists access brand information on exclusive salon programs on success, and more. These efforts let the salons access the company’s online community and further engages Redken with salon professionals.
March, 2011
Make-up line Bare Escentuals is using mobile barcodes within their Macy’s direct mail pieces to encourage consumers to learn more about their products. The barcodes send users to videos explaining product details, and consumers can bring the direct mail pieces in to stores to redeem a free sample. The company purposefully chose Microsoft mobile tags to ensure ease in changing content during different promotional time periods.
March, 2011
Worldwide beauty and cosmetics brand Clinique is the first among it’s brand category to combine digital technologies with in-store shopping experience. The brand is launching the use of iPads in store to help consumers determine their skin type and get product recommendations, explore products and product reviews – all of which are aimed at providing consumers specialized brand experience for their needs. Clinique is also expected to launch further new shopper technology in 2011, such as advanced online makeover tools and a sophisticated Clinique Smartbar to enhance and simplify the shopping experience busy shoppers and groups of friends browsing in store.
February, 2010 Old Spice launched the “Smell Like a Man, Man” campaign with an emphasis on rebranding via social media. In an effort to reach men 18-25 with a new face, Old Spice created buzz with the ad-gone-viral, “The Man Who Smells Like the Man Your Man Could Smell Like.” The campaign also includes a heavy Facebook presence with features including polls, viral videos, and “swagger” as well as a recently improved interactive site.
October, 2009
Estée Lauder is targeting women by urging them to join the “World Pink Mosaic” by increasing breast cancer awareness and raising funds for the cause. The cosmetics company has strategically placed banner ads on Hearst and Kargo-owned mobile platforms for publications like US Weekly, Cosmopolitan and Shape.
October, 2009
Johnson & Johnson is targeting soon-to-be moms and dads with a free “What to Expect” iPhone app that provides information on healthy pregnancy progress. The concept is derived from the very popular how-to book, “What to Expect When Your Expecting.”
October, 2009 Estee Lauder launched a promotion in select cities offering store visitors the chance to win a free makeover, 10-day foundation supply, and a professionally shot and retouched photo for use in online social-media profiles. The campaign, supported by Twitter and Facebook, also offers Facebook fans a link to Esteelauder.com where users can upload a photo for a virtual makeover to use for their Facebook profile picture.
