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?
Harvey Nichols, a British upmarket department store, is going to launch a new retail concept for pioneering beauty products, internationally recognised brands and luxury services housed within a cutting-edge and glamorous environment. Using an impressive 22,000 sq ft, the store will extend across three floors in the heart of Liverpool’s fashion hub - the Liverpool ONE Shopping Centre.
Recession-bitten consumers are abandoning premium make-up brands but are not just turning to the mass-market for alternatives; the Harley Medical Group reports that non-surgical rejuvenation procedures such as botox are up 14 per cent on last year.