THE WHAT? Estée Lauder Companies-owned Two Faced has added NFC tags to 100,000 samples of its Maximum Plump lipgloss, which allows consumers to scan the tag with a smartphone and access a special landing page to register for a discount of future purchases.

THE DETAILS The products were distributed in partnership with monthly subscription box service BoxyCharm, with BoxyCharm subscribers scanning the code to receive a 20 percent discount to purchase the product at a later date. 

THE WHY? The samples were sent out to trial the use of NFC in sampling and marketing strategies. 

Somer Tejwani, Vice President of Global Marketing for Too Faced, told Glossy, “Every beauty brand out there has some sort of sampling strategy, but it’s all been done the same for many years. 

“Instead of just giving someone a product, [we asked ourselves,] ‘How can we educate, entertain and inspire them to want to learn more about the product, and want to engage with the brand in a new way?’”