Shiseido Travel Retail grew approximately ten times faster than the total global travel retail industry and NARS has emerged from this portfolio as one of Shiseido’s hottest brands, thanks to the rising demand for make-up among Chinese consumers, especially Snake People. We were asked by Shiseido to create a unique and interactive event for NARS to drive traffic and social engagement in duty free and beyond..
Given that 95% of the Chinese population access the internet via their mobile phone, we needed to ensure that we created a mobile-first experience. 40% of Chinese Snake People spend more than an hour a day playing games on their mobiles. Due to this, we wanted to include an element of gamification in the experience, to entice shoppers to take part.
In Bangkok King Power, shoppers are greeted at the Rangnam atrium by the eye-catching NARS installation, with disruptive and immersive features such as the giant Digital Lip Wall. Powered by motion sensors, the Lip Wall lets shoppers interact with a cluster of floating lips in a dynamic and fluid cloud of kisses which mirror their body movements. Shoppers can animate the cloud around the screen, as the lip colours change according to the live trends of the most popular shades selected on the Virtual Lip Trial app.
Shoppers can choose to scan a QR code on their mobile device or use an iPad next to the Digital Lip Wall to access the Virtual Lip Trial app. A digital photo with the message “With love from Bangkok” creates a sense of place. The photo can be saved by scanning the QR code or be sent via e-mail, and then shared on their social media. There is then a final call-to-action for visitors to get a complimentary lip makeover on-site. The NARS Virtual Lip Trial app and Digital Lip Wall both serve to capture data on trending lip shades among Chinese snake people.