Feel the product online
For the launch of “Force”, its first male fragrance, Biotherm created a website called Your Force on which Internet users have to fight against water in order to calculate their force quotient. The website uses a webcam to detect movement which enables browsing on the website without a mouse, just by moving your hand. Biotherm have an iPhone application and terminals in stores that use this same concept.
Why it matters
In order to convince a young male target not engaged with traditional toiletry campaigns, Biotherm uses a deeper interactive experience, with the way the consumer interacts with the website becoming itself indicative of the product benefits. How can tactile product benefits and sensations be replicated in the online environment?
Raz*War offers a subscription service supplying razors and razorblades. Consumers can choose from many different subscription options depending on their requirements. Periodic deliveries are designed to ensure that they never run out of blades again.
Designer brand Cacharel developed a web series which bears the same name as one of their fragrances Amor Amor. The show follows a character named Emma through her blog posts on a variety of topics: beauty rituals, love experiences and cultural tips. Viewers are invited to comment and participate in the writing exercise for future episodes.