CLIENT
L'Oréal is a leading French multinational in the cosmetics and beauty sector, founded in 1909. It offers hair care, skin care, makeup and fragrance products under brands such as Garnier, Maybelline and Lancôme. It is recognized for its innovation and commitment to sustainability and diversity.
GOAL ACHIEVED
Capture the attention of attendees and strengthen the brand image both at fashion week and on social media.
Innovation and fashion at MBFW Madrid 2023
Mercedes-Benz Fashion Week Madrid is one of the annual events marked on the calendar by the best fashion and makeup brands to show the public their latest collections, products and trends.
In the midst of this effervescent and diverse environment, L'Oréal, recognized worldwide in the world of cosmetics, set out to stand out and consolidate its position as a leader and benchmark. To do so, it decided to rely on DeuSens Hyperexperience to conceptualize and develop three technological solutions that would attract the public to its stand, while generating visibility on social networks and leaving an indelible mark on attendees.
Revolutionizing the fashion industry with immersive technology
It was in this context that we decided, together with L'Oréal, to contribute our technological expertise to develop three interactive experiences with which to create three different trends that would attract the attention of the attendees and challenge them to perform them at the L'Oréal stand.
To do this, we integrated three touch screens into the space, each placed vertically next to a high-resolution camera. These screens showed the influencer Lola Lolita, who collaborated with the brand, performing the three trends and encouraging attendees to replicate them in front of the screens.
In this way, attendees could complete the three trends, using the touch screen and recording themselves through the built-in camera, and then upload the videos to their social networks using the hashtag #TrendsLorealParis and indirectly become brand ambassadors in exchange for a sample of the L'Oréal products used during the challenges.
Boosting branding and visibility on social networks
The incorporation of this Hyperexperience made the L'Oréal stand at Mercedes-Benz Fashion Week Madrid one of the most prominent and visited by attendees, who had to wait for much of the fair for more than 30 minutes to try the Hyperexperience and obtained impressive results with more than 1000 videos of attendees performing the trends.
This fusion of interactive technology and digital strategy has underlined the importance of technological innovation in building brand experiences that last in the memory of consumers. By integrating these technologies, L'Oréal has managed to amplify its message and brand values, reaching a wider and more diverse audience, both in the physical space of its stand and on its social media profiles, establishing new ways of connecting and interacting with its audience and highlighting its commitment to innovation and adaptation to new digital trends.
