The 2019 Jo Malone Blossom Daze perfume exhibition provides immersive interactive experience, enabling consumers to experience each perfume in the four theme perfume booth.
The coco game center opened by Chanel in Tokyo, Shanghai, Singapore, Seoul and Hong Kong in 2018 provides an interesting space for gamers and beauty lovers to experience customized arcade games based on the brand's latest lip color and nail color experience.
"More and more brands hold events and create immersive experiences, people can explore and discover, and as people who like the brand gather together, we see a sense of community. Then, the brand becomes a social catalyst for bringing like-minded people together. " Sarah Jindal, senior analyst, global beauty and personal care, said.
WGSN's generation Z: creating new make-up report mentioned that curious and challenging generation Z consumers will also look for social interaction and experience in the virtual field.
"Brands should work with virtual KOL and invest in innovative AI programs to resonate with changing consumer perceptions." It also points out that the brand marketing of virtualization has become the mainstream. For example, the new ambassador of Japanese brand SK-II is an AI avatar named Yumi.
The interaction experience blurs the physical and digital fields, just like in Covergirl's flagship store in New York's Times Square, consumers can ask Olivia, a Google AI Usher, for make-up suggestions and try virtual make-up trials.