Clinique is using NFC technology to connect its products to the Internet of Things in a campaign running across 35 countries including the UK.
Near field communication labels have been added to give jars of Clinique’s Moisture Surge 100H their own unique digital identity. Customers can scan the labels to find exclusive content and services from Clinique’s Daily Dehydrator Index, offering personalised skincare advice to customers who answer a quiz, to its skin analysis tool Clinical Reality, which scans skin and offers recommendations. A campaign filter enables users to take personalised selfies and share them on social media. In the UK the product is available exclusively through Boots.
“Adding NFC technology to beauty and skincare packaging is a major undertaking for a sector built on brand-building traditions that often date back over 50 years,” says Clinique executive director of global retail experience Erin Burke. “At Clinique, we’re exceptionally proud and excited therefore to be at the forefront of this packaging innovation. It not only provides added customer value but also vital data to pinpoint where the product is being used and how people emotionally engage with our mobile content.”
Clinique is working with connected experience specialist SharpEnd on the campaign. Its IoT platform tracks campaign engagement and subsequent usage of the campaign’s features. Marrying that up with sales data promises to gain fresh insights into consumer behaviour.
Adoption of connected commerce built on the Internet of Things had been tipped for take-off as long ago as 2017. Progress has not been as fast as may have been expected, but SharpEnd now predicts a tipping point in the use of the technology, accelerated by campaigns such as this one.