Yves-Saint-Laurent Beauté launched its new NU collection in the United States in August 2021. Specially designed for “Generation Z”, the range reflects their concerns and values to meet the expectations of customers born in 1995 and beyond.
To conform to the identity codes of its target, the luxury brand entrusted Paris-based agency KNR with the development of a campaign aimed exclusively at the iconic object of Generation Z: the smartphone.
Digital culture
True to its client’s approach of investing in the “Gen-Z” culture, the agency recreated an experience in line with one of their recurring activities: browsing social networks.
KNR has therefore developed a web-app that faithfully reproduces navigation on two flagship platforms, Instagram and Snapchat. Users browse ranges as they would a story: swiping horizontally explores categories, and swiping vertically accesses details.
Immersion in the NU range is all the more successful because it prolongs an activity repeated several times a day. KNR’s strategy is to make products as much a part of everyday life as exploring social networks, and bring the same kinetic satisfaction. Thanks to the adoption of standard navigation gestures, the interface is not a hindrance and the experience is more satisfying.
The web-app can be accessed without installation, by scanning a QR-code in-store or on the product packaging.
30,000 active users in one week
Launched in the USA in exclusive partnership with Sephora stores, KNR’s web-app recorded 30,000 active users in its first week, with an average retention time of 2.5 minutes per user. By scanning the QR-code, the application delivers live information to the customer about the product in their hands: composition, advice on use, and so on. A mix-and-match module also enables you to identify the product best suited to your personal situation.
Mobile-only: a multi-channel experience
KNR’s developers had to take into account the wide variety of smartphones in circulation, as well as the vagaries of mobile network speeds and coverage. Thanks to optimization, even on 3G, navigation, videos and 3D views remain fluid.
With an interface accessible exclusively from a smartphone, the experience is immersive and extends to the home, thanks to QR codes on packaging and samples. Customers benefit from additional advice, provided by influencers or the general public, right at home. Indeed, KNR has designed its interface to encourage UGC, content generated by other users, and thus generate traffic and engagement.
About KNR
Founded in 2016 by Gabriel Kaam and Antoine Roffler, KNR is a digital agency that combines the talents of its founders by specializing in e-commerce for luxury and fashion brands.
Its strong point: an agile mode of operation to adapt to each mission, whether it’s integrating landing pages on Salesforce Commerce Cloud or defining digital marketing strategies.
