Maybelline New York, the popular brand from French cosmetics company L’Oréal, is allowing customers to try on nail polish virtually. The new campaign of this cosmetic brand is its effort to bridge print, mobile and social media.
This print campaign is a part of the New York Color Show Nail Lacquer campaign of Maybelline, which kicked off this summer and will be running through the end of this year. For this interactive initiative, Maybelline is using Blippar’s augmented reality app.
Kristen Yraola, the vice president of ecommerce at Maybelline New York as well as Garnier and Essie, New York, said: “While Maybelline has used virtual makeover technologies in the past, leveraging augmented reality was an innovative step for the brand. We had to solve how to allow users to try on our shades without being able to physically sample them” She further said, “With the majority of our target audience now using smartphones, now was the right time for us to test augmented reality with such devices.”
The print ads of Maybelline New York are running as full-page ads in popular magazines like Elle. There is a sidebar on the ads’ opposite-facing page that walks users through the augmented reality experience. Users can interact with this print advertisement using their smartphones and tablets. But to do so, users need to download the Blippar augmented reality app from Google Play or Apple’s App Store. Then, they need to aim their smartphone at the print ad with the augmented reality app open for activating the digital portion.
This app, using image recognition technology, identifies the app and the device’s screen will show a spinning circle of all new nail colors from Maybelline. Users can try on various nail colors by simply snapping their hand’s picture. They can even line up their fingers using an outline on the screen. There are 40 different colors to choose from. This augmented reality app can even scale the virtual nails for a perfect fit. In addition, it allows users to save the image on their mobile device and/ or share it via Twitter, Facebook and email.
Users can even interact with the social media sites of Maybelline including Facebook, Twitter and Pinterest and sign up for the email newsletters of this popular cosmetic brand. Maybelline can build a stronger relationship with the consumers using the email opt-in and social media plug features. In fact, these features offer much more than interactions made with a piece of print. Maybelline is also using email, social media and display advertising to promote the campaign.
This is not the first time that the cosmetic brand is using the mobile space as a part of their marketing campaign. They rolled out an iAd campaign last year to help buyers find the perfect lipstick, which included some interactive features. However, this is the first augmented reality experiment of the company. This is a huge leap for Maybelline whereby the company is now allowing consumers to a sneak peek before they make a purchase.
Jessica Butcher, the cofounder and chief marketing officer of Blippar, London said: “This is precisely how we at Blippar hope the tech will be harnessed – for valuable, functional and engaging experiences which consumers enjoy and learn from – rather than for a gimmick or to mesh together existing content formats. Second-screen behavior with television is now fully entrenched and this tech provides a fascinating new way to second screen with the rest of the static world around us – print, billboards, in-store, product packaging, personal effects and more.”
She further added, “Female titles also enjoy a high dwell time with their readership in relaxed situations – as opposed to news or more rapidly-digested media types – so this makes them the perfect trigger for this sort of experience.”
Image Source – eftekasat.net