L’Oréal Paris has signed a deal with retailer Boots to screen its advertising in stores from next month.
The initiative will be launched in 13 Boots stores around the country, with a view to rolling it out to other stores if the trial is a success.
The initiative uses a new technology that the cosmetics company claims to have developed, which enables consumers to scan L’Oréal products on screens placed in Boots stores and access detailed information and advice before they buy. The touchscreens, called Virtual Consultant, will carry sound and a barcode scanner.
The Virtual Consultant will also deliver guidance on how to select suitable products and shades, as well as application tips.
L’Oréal UK marketing director Kate Murray says: “Technological innovation, in both L’Oréal’s products and the way they are marketed, is at the heart of the brand. Research has shown that many customers feel uncomfortable talking to beauty consultants. This system provides customers with the benefits of having a consultant on hand, without the fear-factor of an actual person being there.”
The company recently teamed up with Nestlé in a joint venture to develop “functional food” to enhance consumers’ physical appearances. The venture, called Laboratoires Inneov, will market its products under the brand name Inneov. The venture is based in France and each parent company holds a 50 per cent stake (MW June 27).