Sephora has teamed up with OOH Media for a new interactive outdoor campaign to promote its Mix & Play skin care line. The LVMH-owned retailer has installed colorful vending machines outside Midpoint Orchard shopping center, Singapore, according to a report published by Marketing Interactive. The installation will remain in situ through April 12.
The Mix & Play Skincare installation dispenses skin care products in capsules. Passers by can press a button to receive a free 2ml sample packaged together with a voucher entitling the shopper to collect a further complimentary taster in store – aimed at driving traffic.
The six-sheet creative panel also carries pricing information for full-size products and a QR code that, when scanned, takes the user to a personality test designed to determined which Mix & Play product is right for them. On completing the test, users receive a voucher for a complimentary makeover at any Sephora Singapore store.
“The flexibility of our OOH platforms gives advertisers the opportunity to include interactive elements that can add value to their campaign. For Sephora, our outdoor panel was a great shout out to young women to engage with the brand through the simple idea of instant gratification and fulfilment of beauty needs, while being woven into their daily journey,” Henry Goh, Head of OOH Media told Marketing Interactive.