Personalized skincare for Clinique clients via the NFC link | Article

cosmetics manufacturer Clinical uses near field communication (NFC) technology to connect its products to the Internet of Things in a campaign in 35 countries.

NFC tags have been added to give Clinique’s Moisture Surge 100H jars their own digital identity. Customers can scan labels to find exclusive content and services from Clinique’s Daily Dehydrator Index. This one offers personalized skincare advice to customers who take a quiz. A campaign filter, with the slogan “More Than You Think”, allows users to take selfies and share them on social networks. In the UK, the product is available exclusively through Boots.

Once a consumer completes the quiz, which includes questions about various environmental and lifestyle factors, they receive personalized results, complete with a guide to expert tips from Clinique to keep their skin glowing and hydrated. The digital experience also offers access to Clinique’s virtual skin analysis tool, Clinical Reality, which plots over 80 data points on a user’s face from a single scan to provide tailored skincare and makeup recommendations.

“Adding NFC technology to beauty and skincare packaging is a major undertaking for an industry built on brand-building traditions that often date back more than 50 years,” said Erin Burke, Executive Director of global retail experience at Clinique. “At Clinique, we are therefore extremely proud and excited to be at the forefront of this packaging innovation. It not only provides added value to the customer, but also vital data to identify where the product is being used and how people are emotionally interacting with our mobile content.

Clinique is working with connected experience specialist SharpEnd on the campaign. Its IoT platform tracks campaign engagement and subsequent usage of campaign features. Match this with sales data to gain new insights into consumer behavior.

Cameron Worth, Founder and Managing Director of SharpEnd, said, “This is a watershed moment for the industry. When we look back on the meteoric rise of connected products, I think the launch of Clinique will be referenced as the tipping point. An iconic brand that positions its 360 campaign around a connected project experience.

SharpEnd provides ongoing program support with its studio, platform and technology capabilities. Its proprietary platform tracks global engagement and usage, combining it with sales data to create a meaningful picture of consumer behavior and insights.

This article was created in collaboration with AIPIA (Active and Intelligent Packaging Industry Association). Packaging Europe and AIPIA join forces to bring news and commentary on the active and smart packaging landscape to a wider audience. To learn more about this partnership, click here.

Donovan B. Sanford