- Launch event and press conference in Cannes with key influencers and the support of global L'Oréal Paris' spokespeople
- PR coverage by major editorial medias
- TV commercial featuring L'Oréal Paris' spokespersons discovering the app and trying it
- Dedicated prints and call to action on all L'Oréal Paris makeup products prints
- Digital trailers featuring local spokespersons to cover the main zones
- Push on the brand websites and banners campaigns
- Bloggers and social influencers activation
- A technological / digital innovation which gives the brand a step ahead of its competitors
- A huge image benefit for L'Oréal Paris being the first to offer such a useful and realistic service to consumers
- Number of countries who adapted the app: 46
- Number of app downloads WorldWide: 14.3+ million
- Cumulated number of looks tried WorldWide: 60+ million
- Cumulated number of products tried WorldWide: 267+ million
INSIGHT: There's so much choice, confusion and anxiety involved in buying cosmetics, people often stay with what they know. But what would happen if we gave people an entirely new way to try on makeup?
STRATEGY: There are plenty of Makeup apps based on still images but it doesn't help the consumers to get a real advice, a real simulation. With Makeup Genius:
- Consumers can try out the products they might not otherwise have tested or considered
- It recreates a content and a relationship with the consumer that we have never had in the self-service world
- It drives to purchase directly on the app
IDEA: Create the first app to truly let you try on makeup using nothing but your phone. Makeup Genius scans your face, and allows you to select from a huge range of L'Oréal Paris cosmetics from wherever you are: instantly and totally realistically