The joint-project has resulted in all the products now being emphasised by curated digital content, which can be accessed by using the associated free-of-charge Blippar device.
Once the customer has activated this device, they can shop using the high-quality information and interactivity tailored demonstrations that have been specifically tailored for each product.
Before and after shots
The level of interactivity goes as far as to provide consumers with before and after make-up shots, to demonstrate the effect specific colour cosmetic items can have, as well as providing professional tips about the best way to apply them.
All of this information is activated by the Blippar device, which is then made available on the user’s phone, for browsing ease.
The device has already created a significant stir with media worldwide, including the Huffington Post, which referred to it as a revolution in beauty retail.
A first for MaxFactor
Max Factor is tapping into a potentially huge growth market, as more and more women do online research into the colour cosmetic products that want to buy and the look they can expect, exemplified by a rash of successful apps, highlighted by L’Oréal’s highly successful Makeup Genius app.
"I’m proud to be the first brand to switch on all our entire product portfolio and many of our in-store touch-points," says Laure Murciano, Global Brand Manager for Max Factor.
"Over time, this experience will become personalised – tailored for every woman, so she can shop smarter and make easier beauty choices […] This is ground-breaking not only for the category, but for the whole shopper experience."
Amazon Dash
In a related move, online retailer Amazon recently launched its Dash concept – a wi-fi enabled device designed expressly for re-ordering beauty and home care brand purchases.
At the touch of a button, consumers can order or re-order a single pre-programmed item from Amazon.
It attaches to any surface and can be used for any regular household items, from diapers, to tissue paper, air fresheners and any number of beauty and personal care products.
To date, beauty brands that have signed up for Amazon’s Dash Button include Burt’s Bees, L’Oreal Revitalift, La Roche-Posay, Olay, Garnier Skin Active, Milk & Co, Vichy and Ageless La Cure.