Project Description

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Brand:

L’Oreal brands including Lancôme & Yves Saint Laurent

Objective:
Glamour sought to enable L’Oreal and its brands to sell products when and where consumers are motivated by advertising.

Where:
50 Taxi cabs in New York City during Fashion Week.

Call to Action:
Shop the Look.

Marketer Value:
This innovative program allowed L’Oreal to engage and offer products to consumers in a new and exciting way and generate national press and social media buzz that reached their target audience.

Consumer Value:

During a free taxi ride, consumers were served targeted, exclusive content. After learning about the products and seeing them used by professional make-up artists, consumers had the opportunity to purchase products on the spot.

How it Worked: 
Taxis traveling in Fashion Week hot spots were beautifully transformed into Yves Saint Laurent and Lancôme mobile shops that featured customized taxi tops, backseat “clings” featuring Shop-The-Look SnapTag® mobile barcodes, and taxi TV programing that offered exclusive content featuring an intro from Glamour editor, Susan Cernek and original Glamour trend videos featuring Yves Saint Laurent and Lancôme make-up artists. Consumers snapped the SnapTag mobile barcode and entered payment and shipping information to check out and could even save the information in a fully encrypted mobile wallet to make safe and secure future purchases. Consumers then shared their experience with friends, creating an opportunity for social shopping.


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