LVMH’s Givenchy has started a digital experience around its new beauty line “Mister”, which includes an eyeliner, smoothing primer, matifying primer, foundation, corrector and a luminizing pen. 6 products that could be, or not, your best partner of life.
With this last idea, the brand has organized a whole digital and social experience comparing make-up with men, where each product is a kind of man, that at the same time, suits a kind of woman. Do you want to play it?
Givenchy uses personification of the products in order to create proximity with the consumer. “Personification certainly can close a gap that exists between a consumer and a brand. The apparel and accessories industry learned this, and executes on it quite well,” said Kristy La Plante, associate director of digital strategy at Merkle, Inc., New York.
In my opinion, personification is a nice strategy, even more if the comparison is between the product and the opposite sex of the buyer :). In this case, Givenchy is clearly approaching a younger target, different from the rest of the beauty brand’s collections.
Everything started in Facebook and Twitter, where followers of Givenchy Parfums & Beauty could see the post where the brand invited them to participate in a seduction game, with the message “make a wish and meet Mister…”. Once the user clicked, would be redirect to MisterFinder microsite, and the first thing he could see was a screen with six tiles appears. Each of the tiles includes a thought regarding the character qualities of a potential suitor and behind the copy is a silhouette of the six men represented by each thought. A click-through on a tile opens a dedicated product page positioned as the male candidates attributes, and the rest I suggest you go and try it by yourself!