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?
The beauty product ‘Lift+Rellenador Arrugas (lift + wrinkles refill) – Fruits of Diadermine’ have joined forces with plastic surgeon Dr. Peter Caspari and taken inspiration from professional beauty treatments. They’ve developed five techniques of ‘Dermo Ident Massage’ that work to reinforce the action of the ‘lift + wrinkles refill’ formula. Stress reduction, deep wrinkles reduction, radiant smile, drain effect and light-up look are based on acupuncture principles and are focused in three objectives: relax the muscles, postpone the formation of deep wrinkles and relieve the swelling.
Lingerie brand Scala have launched Bio-Fir, a range of undergarments that claim to considerably reduce cellulite in just a month by gently warming the skin and increasing cell metabolism.