Max Factor has announced a new partnership with virtual browsing app Blippar. The new partnership will see all of the brand’s products and advertising become “blippable”, giving consumers access to online content wherever they use the app.
Consumers who scan one of Max Factor’s 500 SKUs will be given immediate access to online reviews, beauty tutorials and hints and tips. Users will also be given the option to “Buy It Now”. The same content will also be available when any Max Factor advert is scanned. The user’s location will dictate which content they see first, with users in-store being offered reviews first for ease of use in-store.
Mikela Eskenazi, Senior Brand Partner at Blippar, explained: “Studies show that 70% of women research online before buying beauty products in-store, however 90% of all beauty purchases still happen offline. That means there is a huge opportunity to bring the richness of the digital world to the store.”
P&G has teamed up with Boots, it’s biggest retailer in the UK, to use all its product reviews rather than host its own content. Laure Murciano, Global Brand Manager at Max Factor, said: “We need customers to relate to the reviews and we want them to be able to trust them.” The brand is also looking at working with other retailers in the future and considering offering the service to users outside of the UK.
The app’s features are based on consumer insight and typical behaviour. For example, users that scan a Max Factor foundation will be given the option to ‘“Buy It Now” sooner than other purchases, as the brand found that these products tend to be repeat purchases. Users scanning a red lipstick will given help selecting the right shade, as research found that this was difficult for many consumers.
Max Factor is also looking at customising the app based on individuals’ usage. Murciano said: “Over time the experience will become personalised, tailored for every woman, so she can shop smarter and make easier beauty choices.”
This is the first time a brand has made its in entire portfolio interactive in this way, but Blippar thinks that the feature has potential uses across the industry. Eskenazi said: “We can create an end-to-end experience across the shopper journey from print to shop windows, in-store wobblers and beyond. As visual browsing becomes an everyday behaviour, Blippar will become the ultimate shopper platform, where all brands will have a presence reducing the need for their own branded apps.”
Muricano added: “I’m proud to be the first brand to switch on all our entire product portfolio and many of our in-store touch-points. This is ground-breaking, not only for the category but for the whole shopper experience. We have started a revolution.”
Max Factor is currently owned by P&G but is expected to transfer to Coty later this year as part of a wider deal which will see most of the conglomerate's beauty business move over to Coty.