Chanel Japan recently held an event at its store in premium central Tokyo department store Omotesando Hills to promote their new lipstick Rouge Coco Shine through digital tryvertising with consumers.
The Chanel au Quotidien event allowed visitors to have themselves analyzed by the special Rouge Coco Shine Digital Navigator. Based on the face and skin of the user this Navigator would then recommend one of the 20 colors and variations from the new April-released Coco Shine product.
Launched on June 7th and running until June 12th only, Chanel had the Navigator especially made for the campaign. It uses an internal camera to take a photograph of the visitor’s face and then suggests 3 different lipsticks according to their skin and hair. After selecting one you can receive a printed password card from the same terminal.
If the visitor then continues the experience online with this password they can see how the color suggestions look like on their photo, and can even download the images.
Shiseido previously made waves with their Digital Cosmetic Mirror, which used augmented reality to show you in realtime what a range of make-up looked like on your face. The flagship store in Ginza recently re-launched with newer, streamlined versions that allow you to try out cosmetics on a screen after picking them up and scanning their barcodes.
It also featured an online promotion called “Make-Up Harmony Generator” where website visitors would “perform” with cosmetics. After uploading a picture or taking one of yourself with a webcam you would then choose eyeshadow, blush and finally lipstick for your image. Different music would play depending on your selections; i.e. you customize a soundtrack based on your preferred make-up. Inputting your name saves the finished arrangement of audio and cosmetic visuals, and the harmonies were played at the name Shiseido The Ginza store as crowd-sourced background music.