Because of our blue eyes

We have already told you that brands keep working twice as hard to appeal us, and one of the best ways to rally consumer behind them is to make them live a unique and unforgettable experience. How? By soliciting all senses of the consumer and putting him at the centre of the action. What for? To make him feel linked to the brand.[1]

Perfumes, taste, materials, visuals, everything goes by! And more and more brands opt for it. I am pretty sure that some of you tested the Brow Bar Benefit at Sephora –and for those that still do not know the brand, once again we hardly invite you to try it as soon as possible!-. The concept of this animation: professional beauticians draw up your personal diagnostic based on the shape of your face and your brow implant before they start to shave you. What do you have to do? Just relax and listen to professional advices! Of course there is all a theatrical staging behind such as a oil face massage but you feel so pampered at this moment that even the price –from 14 to 31€ regarding the service- is worth it![2]

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But as for me, the award of the creativity goes to Lush that organized some creative workshops in stores. For those that keep not following our advices and still not know Lush, a small reminder: the brand produces cosmetics made of fresh fruits and vegetables’ extracts. And on the occasion of the launch of their new concept store in Toulon, people were invited to create their own products, based on the brand’s spirit: foaming rolls, massage brownie bars, cleaning avocado macaroons… While around you in the store, everything smells good and all products look like foodie dishes.[3] A unique and interactive event that let you express the artist soul that lies dormant it you!

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Digitalization is stretching the bases of experiential marketing by redefining what used to be consumer experience, creating value and personalizing more and more the service.[4] NYX Cosmetics and Sephora are experiencing this new concept of digital stores equipped with digital catalogues, tablets that allow you to find the lipstick tint that suits you the most, applications including augmented reality makeup to give consumers personalized product recommendation[5]… Are you willing to get more involved in the process? Follow some video tutorials, realize your makeup and share you picture on the platform.[6]

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When I told you that anything goes when it comes to consumers’ satisfaction!

Your devoted powder chaser, Camille.

[1] Granger, R. (2016). Faire vivre une expérience unique à ses clients, Manager go. ONLINE. Available at http://www.manager-go.com/marketing/marketing-experientiel.htm. Last Accessed 06 Dec’16.

[2] Luciltapia. (2013). Brow Bar Benefit : soignez vos sourcils chez Sephora, Beautistas. ONLINE. Available at : http://mag.beautistas.com/maquillage/benefit-bar-sourcils-sephora/. Last Accessed 06 Dec’16.

[3] Li Yung, O. (2016). Marketing expérientiel, le client pris aux sentiments, Pages Filmks. ONLINE. Available at : http://pages-films.com/2015/11/marketing-experientiel-digital. Last Accessed 06 Dec’16.

[4] Renaud, L. (2015). Comment le digital peut-il servir l’expérience client en magasin, Disko. ONLINE. Available at : http://www.disko.fr/reflexions/actualite-reseaux-sociaux/comment-le-digital-peut-il-servir-lexperience-client-en-magasin/. Last Accessed 06 Dec’16.

[5] Cortese, M. (2016). NYX Cosmetics : interactive store experience, Michelle Cortese UX. ONLINE. Available at : http://www.ellecor.com/?portfolio=nyx-interactive-in-store-experience. Last Accessed 06 Dec’16.

[6] Milnes, H. (2016). Inside Sephora’s innovation lab, Digiday UK. ONLINE. Available at : http://digiday.com/brands/digital-changing-way-shop-sephora/. Last Accessed 06 Dec’16.

Featured image:
Claire. (2016). Blush: le concept store cosmetique rennais, La Paillette. ONLINE. Available at: http://www.lapaillette.com/2016/01/blush-le-concept-store-cosmetiques.html. Last Accessed 07 Dec’16.

Image 1:
Official website. Home page, Benefit Cosmetics. ONLINE. Available at: https://www.benefitcosmetics.com/fr/fr. Last Accessed 06 Dec’16.

Image 2&3:
Julie. (2015). Lush la boutique à croquer, From Toulon With Love. ONLINE. Available at: http://fromtoulonwithlove.com/beaute/lush-la-boutique-a-croquer/. Last Accessed 06 Dec’16

Image 4:
Milnes, H. (2016). Inside Sephora’s innovation lab, Digiday UK. ONLINE. Available at : http://digiday.com/brands/digital-changing-way-shop-sephora/. Last Accessed 06 Dec’16.

Image 5&6:
Cortese, M. (2016). NYX Cosmetics : interactive store experience, Michelle Cortese UX. ONLINE. Available at : http://www.ellecor.com/?portfolio=nyx-interactive-in-store-experience. Last Accessed 06 Dec’16.

 

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