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Max Factor & Blippar unveil their first steps in interactive retail

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Blippar; the “Visual discovery app,” which relies heavily on augmented reality, and Max Factor have revolutionised the world of cosmetics and the retail sector with an ambitious new execution. Now every Max Factor product is essentially interactive, with each item coming with a wealth of curated content specially tailored to the product in hand. The experience was built specifically with female shoppers in mind, based on the insight that women are increasingly using their mobiles at point of purchase to validate their choices. Indeed, smartphones are the number one source of online beauty research, and increasingly this is happening in store.

"This is ground-breaking not only for the category, but for the whole shopper experience. We have started a revolution"

How does it work? It's actually very simple. Consumers simply download the free Blippar app, then scan the product or barcode. This will unlock a range of curated content, which will include before/after pictures, reviews and ratings from eRetailer websites, diagnostic tools, colour palettes, “Buy it now” capabilities, and make-up tips from Max Factor’s make-up artists. At the point of purchase, meanwhile, users will be able to see unbiased ratings and reviews from eRetailers (key in their decision-making process) plus, because the app shows the user’s location, they can also download offers and vouchers. Retailers will be able to market to consumers through their smartphones in-store, depending on the exact products they’re browsing.

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The concept was launched after research undertaken by Max Factor revealed that the more consumers understand products and how they enhance their looks, the more likely they are to buy. The idea behind this Blippar execution is that this perfectly targeted content will drive a strong preference for Max Factor, increasing customer loyalty. The brand's beauty consultants have reportedly already welcomed the tool with open arms, saying they feel it's a great conversation starter and sales tool. The technology was demonstrated on stage for the very first time at Advertising Week Europe last Thursday, April 21, in the Getty Lounge.

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As visual browsing becomes an everyday behaviour, Blippar will become the ultimate shopper platform, where all brands will have a presence”

Mikela Eskenazi, Senior Brand Partner at Blippar, said: “Studies show 70% of women research online before buying beauty products in-store, however 90% of purchases still happen offline. That means there is a huge opportunity to bring the richness of the digital world to the store. Right now, the products are interactive, but in fact, beyond the products the whole store will become a touch-point. And, we can create an end-to-end experience across the shopper journey from print to shop windows, in-store wobblers and beyond. As visual browsing becomes an everyday behaviour, Blippar will become the ultimate shopper platform, where all brands will have a presence reducing the need for their own branded apps. This is the vision, and Max Factor is the first innovator to carve out the future at this scale.”

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Laure Murciano, Global Brand Manager for Max Factor, added: “Max Factor believed in putting the power of make-up artistry in every woman’s hands. In the digital age, we’ve completed his vision. Over time, this experience will become personalised, tailored for every woman, so she can shop smarter and make easier beauty choices. Replenishing products will also become a one-click process. With Blippar, our entire brand itself comes to life. I’m proud to be the first brand to switch on all our entire product portfolio and many of our in-store touch-points. This is ground-breaking not only for the category, but for the whole shopper experience. We have started a revolution.”

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