The cosmetic brand Sephora has released the MakeUp Notes Samsung Galaxy application that allows users to find out what colours of eye shadow, lipstick and blush suits them best. Simply take a picture of yourself in store and experiment with the palette of colours before getting a makeup artist to carry out the desired result on your face. The final look can then be shared on social media platforms.
Why it matters
Is this a useful way to leverage the consultancy positioning of the Sephora brand by engaging consumers in real time?
L'Oréal has moved into the world of gaming and created an XBOX console app called “The Next Level”. In the game, you can get personal styling tips, inspiration and educational academy programs. The more you play and interact, the more “Style Cred” you can earn - which is then turned into redeemable offers off L'Oréal products.
Taking inspiration from contact lens delivery, Wilkinson Sword has launched “Club Services”, a website allowing consumers to subscribe to get their razor blades delivered to their home on a regular basis.