L’Oréal & Snapchat Brought an AR Packaging Experience to Walmart
Laura McQuarrie — May 28, 2024 — Fashion
References: businessoffashion
The biggest barrier to consumers purchasing at-home hair dyes is their desire for confidence in the result, and L’Oréal is employing an AR packaging experience to help shoppers can make well-informed choices. L’Oréal and Snapchat teamed up with Walmart to bring a virtual hair color try-on experience to store shelves across the United States.
The newest packaging for L’Oréal's Feria hair dye collection includes a scannable QR code that activates an augmented reality experience for trying on different hair colors in real time. Although L’Oréal says it will not be working with sales floor associates and will not do a broader marketing push in Walmart locations beyond bringing the QR codes to stores, the company will be tracking engagement.
The newest packaging for L’Oréal's Feria hair dye collection includes a scannable QR code that activates an augmented reality experience for trying on different hair colors in real time. Although L’Oréal says it will not be working with sales floor associates and will not do a broader marketing push in Walmart locations beyond bringing the QR codes to stores, the company will be tracking engagement.
Trend Themes
1. AR Shopping Experiences - The use of augmented reality in retail packaging enhances consumer confidence by offering an interactive and immersive shopping experience.
2. Virtual Try-on Technology - Implementing virtual try-on tools in physical stores bridges the gap between online and offline retail, providing customers with the ability to visualize products in real-time.
3. QR Code Integration - The incorporation of QR codes on product packaging facilitates instant access to digital experiences, merging physical and digital touchpoints seamlessly.
Industry Implications
1. Beauty and Cosmetics - Enhanced AR technology in beauty products allows for personalized customer interactions, potentially increasing engagement and sales.
2. Retail Technology - Advanced retail technologies like AR and QR code integration provide retailers innovative ways to connect with tech-savvy consumers.
3. Consumer Packaged Goods - The merging of interactive digital features with traditional product packaging presents new opportunities for engaging customers in the consumer packaged goods sector.
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