Japanese cosmetics brand SK-II has launched its first-ever 'Social Retail' pop-up shop in Hainan, China. Visting the store is intended to be a highly interactive experience as it requires guests to use their own mobile devices to engage in a variety of augmented reality and gamified activities.
The store was inspired by parent company Proctor and Gamble's #ChangeDestiny campaign and SK-II Studios' new animated anthology series 'VS," which follows six Olympic athletes. While waiting in line guests are invited to enter the "cinematic universe" of 'VS' through the company's We-Chat Mini program, which – once activated – triggers a unique AR experience. Upon entering the shop, guests will receive a personalized skin analysis from SK-II's 'Mini Magic Scan,' an AI-powered skincare tool.
This "phygital" retail experience combines technologies – AR, AI, and mobile gaming – to create a highly interactive space that promotes SK-II's skincare products as well as its adjacent animated series. The standout innovation here is the way in which the brand turns the experience of waiting in line into an AR-powered game.
Image Credit: SK-II
What's Driving This Trend
- Phygital Retail Marketing
- The trend of combining digital and physical technologies to improve retail experiences presents an opportunity for brands to create highly engaging experiences for customers.
- Skincare Tech
- The integration of AI-powered skincare tools and mobile apps in the retail and beauty industry provides an opportunity for disruptive innovation in skincare product development and marketing.
- Gamification of Shopping
- Gamified experiences in retail shopping are a growing trend that presents an opportunity for brands to create immersive experiences that introduce their products in a fun and memorable way.
Who This Affects Most
- Retail
- The trend of combining digital and physical technologies to improve retail experiences presents an opportunity for disruptive innovation in the retail industry.
- Beauty
- The integration of AI-powered skincare tools and mobile apps in the retail and beauty industry provides an opportunity for disruptive innovation in skincare product development and marketing.
- Entertainment
- The trend of gamifying shopping experiences can be useful for entertainment brands that want to create immersive experiences for their customers, introducing them to new content and products in an engaging and memorable way.
