MAKE UP GENIUS VIRTUAL MIRROR
| Title | MAKE UP GENIUS VIRTUAL MIRROR |
| Brand | L'ORÉAL PARIS |
| Product/Service | VIRTUAL MAKE UP MIRROR APPS |
| Category |
H01. Integrated Mobile Campaign |
|
Entrant Company
|
McCANN PARIS, FRANCE
|
|
Advertising Agency
|
McCANN PARIS, FRANCE
|
|
Production Company
|
IMAGE METRICS Las Vegas, USA
|
|
Production Company 2
|
MY STUDIO FACTORY Paris, FRANCE
|
Credits
| Nannette Dufour |
Mccann |
Chief Client Officer |
| Cyril Chapuy |
L'oréal Paris |
Brand President |
| Caroline Montrichard |
Mccann Paris |
President |
| Esohe Omoruyi |
L'oréal Paris |
Global Director Of Digital |
| Yann Joffredo |
L'oréal Paris |
Global Vp Make Up |
| Alexandra Dupy |
Mccann Paris |
General Manager |
| Eva Yean |
L'oréal Paris |
Avp Global Product |
| Guive Balooch |
L'oréal Paris |
Global Vice President Of Digital R/I Incubator |
| Philippe Santini |
Mccann Paris |
Digital Coordination Director |
| Remy Averna |
L'oréal Paris |
Vp Integrated Marketing Communication |
| Belaid Moucer |
My Studio Factory |
Associé Fondateur |
| Kevin Walker |
Image Metrics |
Chief Technical Officer |
| Sylvain Merigeau |
Mccann Paris |
Creative Director |
| Jacques Challes |
L'oréal |
Chief Innovation Officer |
| Benjamin Foucaud |
My Studio Factory |
Directeur De Création |
| Jacques Playe |
L'Oréal Paris |
CTO of Scientific Tools and Data |
| Agathe Dupasquier |
Mccann Paris |
Copywriter |
| Emilie Cristini |
L'Oréal Paris |
Global Digital Product Manager |
| Martin Thibaud |
My Studio Factory |
Chef De Projets |
| Mike Rogers |
Image Metrics |
VP of Research |
Creative Execution
Make Up Genius is based on a centrally originated creativity. It has been deployed in 46 countries
through advertising and digital activation. The 360° campaign featured:
- Dedicated prints and TV advertising
- Localized youtube viral videos: digital trailers featuring local spokespeople to cover the main zones
- Bloggers and social influencers' activation
- Call to action on all L'Oréal Paris' Makeup product prints
- Global social audience reach
- Direct marketing
- L'Oréal Paris' E-CRM database direct activation
- Banners
- PR Events and endorsement: launch with global and local spokespeople
- Push on the brand websites
- 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