L’Oréal Group’s Lancôme has partnered with Alibaba Cloud and launched its Chinese New Year campaign in Hong Kong with the launch of a seasonal mobile app and by opening a Lancôme pop up store in Harbour City. The partnership leverages Alibaba Cloud’s data, image search, and AR technologies with Lancôme’s beauty product lines to bring consumers festive and interactive online and offline experiences.
The major result of the collaboration has been the creation of a Lancôme-branded augmented reality (AR) game for customers, supported by Alibaba Cloud’s image search technology and cloud services. Customers can activate and participate in the AR game on their smartphones from anywhere in the city.
Customers will need to move their smartphone camera around to find and capture AR images of Lancôme’s signature beauty product, Genifiques. Those who capture three images will be invited to send in their seasonal wishes for a chance to win a selection of prizes.
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The other element of the campaign, the pop-store at the Harbour City, aims to amplify buzz with a holistic online-to-offline Lancôme brand experience. As the strategic partner for this campaign, global media and marketing agency Mindshare has also rolled out an extensive 360’ degree marketing exposure plan through use of outdoor and social media, alongside a range of fashion, lifestyle social pages, and KOLs amplifications.
Lee Sue Jong, brand general manager, Lancôme Hong Kong, said, “One of the brand’s priorities is to build ‘Beauty-tech’, leveraging the latest innovations to transform our campaign and offer our customers better interactive experiences. We are excited to see these technological advancements, helping us to create a modern Chinese New Year with a better understanding of consumer behaviour and eventually with great business uplift with high conversion.”
This latest collaboration on Lancôme’s Chinese New Year campaign follows L’Oréal Group’s longstanding partnership with Alibaba businesses across multiple platforms. The beauty company has continuously deepened its use of Alibaba’s ecosystem and New Retail. L’Oréal Group was an early adopter of merging online and offline during the 2018 11.11 "singles day" Global Shopping Festival.
Leo Liu, general manager of Alibaba Cloud Hong Kong, Macau and Korea, said, “We are excited to partner with Lancôme to foster the digital transformation of Hong Kong’s retail industry. Our technologies not only offer innovative ways of engaging consumers but also help Lancôme better understand customers’ needs using data analytic tools.”