For the launch of its new NU collection, Yves-Saint-Laurent Beauté wanted to associate itself with the values and lifestyle of its core target: Generation Z. The KNR agency was commissioned to extend the in-store experience into the digital dimension, and to insert product discovery into the uses and identity behaviors of this specific clientele.
Generation Z has strong values centered on eco-responsibility, inclusivity and “Body Positive”, which means proudly asserting one’s uniqueness. To reach this #NoFilter generation, it was essential to capitalize on its digital and social codes through its most iconic object: the smartphone. The experience can be accessed by scanning a QR-Code in-store.
NU products are in line with the new consumption patterns of Gen-Z: both skincare and cosmetics, they combine two uses to reduce the number of purchases. They seek to minimize their environmental impact by using quality components and eco-responsible packaging.
Reassured in their principles, consumers remain in their knowledge universe through the use of their smartphones. Their device is the only way to obtain additional details on the product discovered in store. They have access to a whole range of photos, videos and 3D views to obtain maximum information on ingredients and the best use of the product.
It’s customary for the customer to be immersed in the product sales page. We’ve taken the opposite route: the product enters the flow of the user’s digital life. The KNR agency has developed a web application that emulates browsing on two leading platforms, Instagram and Snapchat. Users browse the range by swiping horizontally to scroll through the products, and vertically to get individual information on the one on the screen.
The visit follows the usual steps for exploring a story. The interface fades into the background, cancelling out any friction with page consultation, which becomes a natural part of the user’s daily routine: he or she is immersed in his or her digital life, of which the product is a part.
Access to the web-app is restricted to cell phones. With users accustomed to high-quality photos and videos on social networks, it was essential to deliver the best graphic experience. To protect against the vagaries of network coverage, content has been optimized to remain fluid whatever the available bandwidth.
With its NU range, Yves-Saint-Laurent Beauté offers all skin types a combination of products to match different skin tones. The web application developed by KNR highlights the inclusive values of Generation Z, with a mix-and-match module that identifies the right products for each user. He is then guided through his beauty routine
Whether online or with the product in hand, at home or in-store, messages are designed to offer a consistent customer journey. This continuity of discourse is the foundation of a coherent omnichannel strategy. The NU range reflects the ethical values of its customers, as well as their digital and social values. It was from this idea of extension that the idea of developing an omnichannel strategy was born.
In addition to points of sale, QR-codes can be found on packaging and samples, allowing you to receive expert advice and user reviews at home. The interface has been designed to encourage UGC (content created by other users), which helps to attract traffic and encourages the engagement of customers who return to measure the success of their publications.
Launched first in the USA in Sephora stores only, the launch of the NU range attracted 30,000 unique visitors in the first week, for a total of 75,000 minutes of consultation. This corresponds to an average retention time of 2.5 minutes per user. On average, each user viewed 4 slides per page.
In the final analysis, the adoption of the range and adherence to the message conveyed by the mobile experience make the launch of the NU range a success with a generation whose values have been understood and affirmed.
Immerse yourself in the new world of NU, and discover the new range on video.
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