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?
There's been a buzz about vibrating mascara wands in the beauty world for some time now; last year Estée Lauder released TurboLash which was shortly followed by Lancôme’s Ôscillation and Prescriptives’ Motor-Eyes. Maybelline however, have just become the first to create a mass-market competitive product with Define-A-Lash Pulse Perfection.
The smell of a freshly printed book is the best smell in the world” according to Karl Lagerfield, the famous fashion designer behind the packaging for Paper Passion. Wallpaper magazine liked the idea and jumped at the chance to expand into the fragrance business. They commissioned famed perfumer Geza Schoen to attempt to recreate the scent. The perfumer’s final scent is made from only five woody ingredients - an incredibly simple recipe considering that many perfumes have upwards of a hundred. Lagerfeld christened the scent Paper Passion and designed the packaging: a white-bound book where the pages are cut out to hold the glass bottle.