As an 81-year-old company, Lancôme may not be the first brand young millennials think of when they’re seeking new makeup products, but the brand is on its way to changing that perception with its first-ever pop-up tour aimed at the next generation of beauty buffs. From foundation consultations to a virtual “try-on” engagement, consumers are literally lining up to get a taste of the experience, which kicked off in May at the Ulta Beauty GM Conference in Orlando, then took over a vacant boutique on Los Angeles’ Abbott Kinney Boulevard in June. Stops in New York City and Miami are slated for the fall.
The pop-up journey, which aims to promote Lancôme’s forthcoming Monsieur Big Mascara in addition to attracting a younger audience, begins at a custom facial recognition kiosk where consumers register for the experience. The kiosk captures their likeness in addition to makeup and style preferences, contact information and social media handles. Next, attendees are free to interact with products, receive foundation consultations, take mini makeup classes from the brand’s “beauty advisors” and stock up on plenty of free samples. Makeup fanatics in L.A. were also treated to a special appearance by beauty influencer and makeup artist Desi Perkins, who attendees lined up to meet as early as 4 a.m.
At the end of the journey, consumers returned to the kiosk, where gestural smart mirror technology and the previously captured facial recognition data worked in tandem to deliver a virtual makeup try-on experience, along with personalized product recommendations and customized digital content. Attendees could also seamlessly share the experience on social media thanks to information captured at registration.
“This personalization component is super important for us because we feel that is how we’re going to really start speaking to younger customers that may be looking at our brand as more of their mother’s brand,” says Doreen Arbel, svp-marketing at Lancôme. “But if we offer them an experience, including customization and personalization that also echoes the specific products that are right for them, then that’s how we’re going to lure them back and get them to realize that Lancôme is a brand that has been around for over 80 years that has great quality products for you, the millennial, as well.” Agency: SoHo Experiential, New York City (experiential and technology).