Max Factor x Blippar: Contextual AR Beauty E-Tail
Playing a strong omni-channel card, US cosmetics brand Max Factor has partnered with British augmented reality specialists Blippar on an app that surfaces interactive, product-specific digital content for nearly all of its entire portfolio of 500 products.
The mobile app uses image recognition tech via scanning – or ‘blipping’ – the barcode to identify a product the user is pointing their phone at, whether in store or at home. The app then reveals a menu of options including 'before and after' images, independent customer reviews, make-up tips and additional colour choices. Users are also given the opportunity to buy on the spot. For more on image recognition, see Harnessing the Hunt: Retail’s New Search Strategies.
Max Factor has stated that the tool will become increasingly personalised over time – including functionality that targets users with relevant offers, ads or products in real-time, as they browse.
The tool identifies the value of creating brand touchpoints that facilitate a direct connection between physical goods and a wealth of digitally archived information and advice. According to Blippar, 70% of women worldwide research beauty products online, but 90% still buy in physical destinations (see also Packaging Futures 2016/17 and Smart Stores: Connected Flagships).
Blippar is burrowing heavily into the retail space this year with concepts grounded in instant physical-digital connections. In June it worked with Visa Europe Collab – the innovation hub of the financial services giant – on a direct-from-the-show beta retail concept with UK fashion designer Henry Holland. See full blog post for more.