Augmented reality 'kiss cloud' NARS installation to roll out in China and South Korea

Cosmetics brand NARS is to roll out a gamified brand engagement experience, designed by Play, after successful trials which premiered in Bangkok’s King Power Downtown Rangnam Complex.

The kiosk installation created an eye-catching experience designed to build brand engagement, and to drive trial and sale of products. It featured a playful floating ‘kiss cloud’ which could dance, wave and strut to mirror the movement of shoppers, challenging them to play a game of ‘catching’ moving kiss icons with their own lips.

The experience was based on the NARS brand and on Play’s consumer insight. It encouraged shoppers to try different lip stick shades and create a ‘perfect selfie’ using augmented reality (AR). This featured a ‘love from Bangkok’ stamp when shared online. Further sales incentives included a free makeover after the digital trial.

“Augmented reality trials are becoming a popular feature in the beauty retail sector, but there is often a disconnect between the brand and the experience. With this installation we created for NARS our aim was to ensure direct synergy between the brand experience and the iconic brand ethos, while also achieving cut-through in the duty-free space,” says Play creative director Mark Howell.

More than 38,400 lip shades were trialled virtually during the Bangkok trial, with every shopper’s digital kiss incorporated into the dynamic kiss cloud. Over time the cloud evolved to reflect the shade preferences of the customers, while providing valuable data to the brand.

After continued trials the installation is to be used in duty free locations across South Korea and China.

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