L’Oreal, Alibaba Cloud launch CNY pop up and app
L’Oreal Group’s Lancome is launching a pop-up and seasonal mobile app in Hong Kong in partnership with Alibaba Cloud.
The Chinese New Year campaign uses Alibaba Cloud’s AR technologies with ’s beauty products to create a branded game for customers. Participants can activate and play the AR game on their mobile devices anywhere in the city, trying to find and capture three AR images of Lancome’s Genifique beauty product to be eligible for a chance to win prizes.
The Harbour City pop-up supports the campaign with a holistic online-to-offline Lancome brand experience.
“Our technologies not only offer innovative ways of engaging consumers but also help Lancome better understand customers’ needs using data analytic tools”, said GM of Alibaba Cloud Hong Kong Leo Liu.
“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”, said Lee Sue Jong, brand GM of Lancome Hong Kong.
“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.”