Virtual makeup lab introduces Lancôme to a new generation of consumers
The global luxury makeup brand Lancôme Paris is known for its prestigious skin care, fragrance and makeup collections. When Lancôme launched a new eye brightening color palette product with a multi-channel campaign, they knew they needed to increase the brand’s interactive appeal to a youthful, social media savvy audience of consumers. Hagopian Ink, in collaboration with Analog Method, was there to help them meet that goal.
Interactivity to build social engagement
Our creative mandate was to develop an interactive experience through Facebook and a QR code that married the refined luxury aesthetic of the Lancôme brand with a sense of fresh, sexy energy. To achieve this, we used colors, mood and user experience design that were vibrant and sophisticated and shared the same palette as the makeup compact itself.
The Facebook House of Color Magic Mirror app allowed users to virtually experiment with Lancôme’s new cosmetic offering. Working with their own photos, users were able to adjust, refine and play with new makeup looks and share those images with their Facebook friends. We wanted the user to be immediately attracted and engaged by the app and form an emotional connection to the product as they played with it.
We used color, texture and restrained design sensibility to create an immersive, interactive user experience that gave a new generation of Lancôme customers a sense of the brand’s grand drama and reinforced its luxury positioning.
A smashing sales success
Since launch, House of Color Facebook Likes have grown to more than 2.93 million. As a result, Lancôme has generated extensive online sales and sold out of many of the palettes during their first month on the market.