Benefit launches shareable online lipstick tester
Benefit is reaching out to tech-savvy consumers with the launch of a new interactive video tool. The online tool, called “Real Full Lips”, allows users to try Benefit’s new lipstick shades on a selection of different lips, then choosing the phrases the mouth says for an enhanced product demonstration.
"Instead of burning bras, today's woman is showing her fierceness by embracing bold lips and smoky eyes. She feels more empowered to speak her mind," explained Lisa Goodfriend, Benefit’s Global Digital Creative Director.
More and more brands have been looking to shareable social media content to promote products. Emoji apps have been a go-to initiative as of late, with brands like Versace, Nike, Comme des Garçons, Topshop, and Nordstrom all launching their own branded emojis. Social media users can integrate the branded emojis into text messages, e-mails, social messaging platforms, and social media posts, allowing brands to up their social media presence. The move is a strategic one - earlier this month, Facebook reported a huge spike in mobile purchases, growing 114% over the past two years, according to a report by Comscore.
Benefit's digital lips offer ten pre-set phrases, such as "when life gives me lemons, apply more lipstick", and a selection of animated expressions to choose from, including a kissy face, a smiley face, and a sassy face. Customers can apply one of the eight shades of Benefit’s newest lipstick/lip liner combinations on the animated lips and test out one of the phrases and expressions to see how the products react.
Customers can also create a custom saying of up to 250 character counts, spoken in fifteen different languages and accents. Every customer who participates is encouraged to share the video on social media. The lip generator will be available on Benefit’s website until March 31st, 2017.
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