The Brief:
The pandemic forced retail businesses to adapt swiftly, prompting Lancôme to look into shifting from physical to digital environments. The challenge to us was to launch a new product using an immersive online shopping experience retail experience, spread awareness and drive sales.
The Strategy:
We conceptualised and developed Lancôme’s first-ever virtual 3D microsite, and spearheaded the PR and social media strategy surrounding the launch.
One of the launch highlights involved working with a psychologist to develop a science-based Strength-Finder personality test for the brand. To boost awareness, we gathered a community of 100 women to take the test prior to the launch. On launch day, they shared their test results, as well as stories of their strengths, with the goal to inspire others to live to their fortitudes. This created a community of inspiring women to uplift and empower each other during trying times.
Other highlights included celebrity appearances via livestream sessions and exclusive shopping deals.
The Outcome:
The campaign generated extensive and positive social media buzz. The success from the launch of the Lancôme Virtual Flagship store in Singapore garnered praise and positive feedback from Lancôme’s global team in Paris – saying that it was a project that set the global standard for all their future launches.