Augmented reality technology will play a prominent role in online beauty retailer Feelunique's new marketing campaign, which is set to launch this weekend.

Friday 14 November sees the unveiling of the digital version of the retailer's new shopping guide, but an additional 1.2 million printed copies of the 44-page catalogue – containing various interactive features – will be distributed to consumers on Sunday.

The business has worked with mobile app Blippar to help blur the lines between its digital and traditional marketing channels by giving readers an opportunity to scan photographs in the shopping guide to access online video content and how-to guides. There is also a feature that will allow consumers to virtually 'try on' a range of nail polishes before they make a purchase.

Feelunique has made a concerted effort in recent years to develop its editorial voice and the new marketing campaign contains magazine-style content which has been led by editorial director Newby Hands and beauty director Alice Manning. 

The retailer said it is keen to boost customer experience and inspiration via its new marketing drive, with not all 'Blippable' features linking directly to sales pages. One link takes readers through to a Burberry video, showcasing some of the UK fashion brand's product range.

Earlier this year saw a change in senior management at Feelunique, with Frenchman Joel Palix named CEO in place of co-founder Aaron Chatterley, who has taken the role of deputy chairman.

Palix, who joined from beauty brand Clarins, told Essential Retail that the new shopping guide will appear in the Sunday Times' Style section this weekend and in Hello! magazine.

"Each page has enriched content and we are combining the best of print and the best of digital," he explained.

The new CEO said that blurring the boundaries between channels has been a key focus for the retailer, with the business recently implementing technology to ensure shoppers have a consistent shopping basket whether they are logging in on PC, via mobile or through a tablet device.

"More and more people are accessing our website across devices, with the consumer journey starting on one channel and ending in another," he remarked.

Read more from Feelunique CEO Joel Palix, in next week's Essential Retail Big Interview.

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Blippar