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?
This summer L’Occitane offered their customers “MASSAGE D’EAU”, a hand treatment reserved specifically for working women who were stuck in the city during summer time.
A Spanish beauty centre have created the Skinlogic app, a tool to see how plastic surgery corrections would look before going under the knife. Users simply take a photo and select the effect they want to see on their face; improved skin texture, face wrinkles eliminated, increased lip volume etc. After the selection, the app will show the user’s new face and the image is ready to be shared on social media.