Too Faced is employing connected packaging for 100,000 samples of its Maximum Plump lip gloss in the form of NFC tags. Once scanned with a mobile device, these tags provide access to a dedicated landing page, where users can register to claim a discount on future purchases.
These smart beauty samples were distributed via a monthly box sent out by beauty products subscription service BoxyCharm. This trial of the sampling and NFC marketing strategy was intentionally devised to engage customers. Too Faced’s Somer Tejmani told Glossy that the question they asked themselves was "How can we educate, entertain and inspire them to want to learn more about the product and want to engage with the brand in a new way?"
NFC-Enabled Beauty Samples
Too Faced's Connected Packaging Provides Access to Product Discounts
Trend Themes
1. Connected Packaging - The use of NFC tags in beauty samples allows customers to access product information, discounts and promotions on a dedicated landing page, providing new advertising opportunities.
2. Smart Sampling - Using connected packaging to distribute product samples creates an immersive brand experience and encourages curiosity and customer loyalty.
3. NFC Marketing - The use of NFC tags in connected packaging samples is a new and innovative way to engage customers and introduce them to new products and discounts.
Industry Implications
1. Beauty - Beauty companies implementing connected packaging with NFC technology allows for a personalized engagement with the potential customers transitioning to e-commerce.
2. Subscription Services - Subscription services like BoxyCharm benefit from partnering with beauty companies with innovative sampling approaches which shows how successful the brand is drawing new customers to its platform.
3. Marketing - By utilizing NFC tags in connected packaging samples, the marketing industry gains a new and improved way of advertising to customers while also providing detailed analytics and feedback on the targeted audience.