L’Oréal's Colour Protect—the top haircare range in the UK—now features a new key ingredient and refillable pouch packaging, so Snapchat and L’Oréal teamed up to boost awareness with an AR-powered beauty vending machine. For a limited time, consumers can visit a pop-up in London to win a free refill of L’Oreal’s ELVIVE Colour Protect Shampoo.
The gamified experience includes a custom Snapchat Lens, which invites people to play a game to "lock in" their color, then "unlock" a free refill. In a throwaway culture, this campaign aims to inspire new behaviors and build excitement around replenishing old shampoo bottles.
According to Snapchat, "81% [of Snapchatters] agree that AR can be a fun way to learn about new products and are 1.6 times more likely than other app users to use it to invite others to shop with them."
AR-Powered Vending Machines
Snapchat and L’Oréal Made a Gamified Lens to Share Refillable Haircare
Trend Themes
1. Ar-enhanced Consumer Engagement - Augmented reality lens experiences create an interactive platform for brands to engage consumers more deeply, offering unique opportunities for promoting eco-friendly products in an entertaining manner.
2. Gamified Promotional Campaigns - Incorporating game elements into marketing initiatives captivates audiences and encourages participation, particularly for sustainable product launches.
3. Refillable Product Packaging - The shift towards refillable packaging in beauty products aligns with consumer demand for sustainability and offers a platform for brands to innovate with eco-conscious features.
Industry Implications
1. Beauty and Personal Care - The beauty industry is poised for growth with innovations like refillable packaging and interactive digital marketing, which cater to both eco-conscious consumers and tech-savvy audiences.
2. Augmented Reality Technology - AR technology is transforming retail experiences by offering engaging, interactive marketing solutions that highlight product features and sustainability initiatives.
3. Direct-to-consumer Marketing - As direct-to-consumer strategies evolve, leveraging AR and gamification offers businesses fresh pathways to create memorable brand experiences and foster customer loyalty.
