Lancôme's AR game was created in partnership with Alibaba, offering consumers a new and exciting opportunity to interact with the brand.
This experiential marketing display speaks to the growth of the brand in its continued effort to appeal to a Millennial and Gen Z demographic. The new AR game enables players to go on a scavenger hunt, searching for images of the makeup brand's signature product 'Genifiques.' Those interacting with the game can then submit the images through the app for the chance to win prizes.
This effort was designed to be released in collaboration with the cosmetic company's Chinese New Year campaign. In addition to the AR experience, the brand opened a pop-up store in Harbour City, Hong Kong.
Image Credit: Lancôme
Key Themes Behind This Trend
- Experiential AR Beauty Games
- Opportunity to engage consumers and create interactive experiences through augmented reality in the beauty industry.
Where This Applies
- Cosmetics
- Incorporating AR technology to enhance customer engagement and create memorable experiences.
- Gaming
- Utilizing augmented reality to create immersive gameplay experiences and attract new audiences.
- Retail
- Integrating AR features in physical stores to drive foot traffic, increase customer engagement, and generate excitement around new product launches.
