Developed in collective intelligence with CMSmartconnect - a start-up in consumer purchasing experience and marketing data collection / analysis; the “IOB Kickstarter” offer is available for beauty brands that want to instantly interact with their consumers through packaging linked to their digital adapted content.
A digital turnkey offer
Albéa and CMSmartconnect “IOB Kickstarter” offer gather a connected make-up compact and digital service:
- A connected pack. The Onyx + make-up compact incorporates Near Field Communication (NFC) technology. All you have to do is scan the Onyx+ compact with your smartphone to discover a digital experience and new contents such as tutorial videos, secrets behind the pack and information about the formulas. “Onyx + is the connected version of our Onyx Face Trio, an ingenious make-up compact, because it is multifunctional and nomade, which allows you to combine different types of formulas for a complete facial routine (bronzer, blush highlighter for example). Ideal for make-up touch-ups throughout the day and an essential on weekends or holidays,” explains Pauline Uhlen, Market Manager, Colour Cosmetics Face.
- A digital service. The CMSmartconnect muti-technology platform link digital content of brands to the connected compact, to instantly monitor consumer interactions, collect and analyze data to measure marketing campaigns.
“IOB Kickstarter” costs 53,000 euros for a minimum order quantity of 100,000 units; and brings together the expertise of Albéa’s Color Cosmetics and IOB teams in the digitalization field.
Offering a retail experience to brands and their consumers
Albéa’s Internet of Beauty (IoB) is a connected packaging project developed by a cross-functional team of Marketing, Design, IT and Packaging Engineering experts. In addition, the Internet of Beauty was built in partnership with key players of the beauty industry as it opens news opportunities for brands to better interact with consumers.
“Being the first physical touchpoint between a product and a consumer, the packaging is a key element of the retail experience” explains Noé Gailly, Marketing Director. “Beauty consumers today are ultra-connected and want to do more with the pack: discover stories behind the product, share content on their social media networks or even buy the product by scanning it on an app,” adds Noé Gailly.
The Internet of Beauty does that and more: consumers will access new range of services, including quick and easy access to information. Brands will be able to better understand their consumers and address their needs with greater precision. This revolution stands as a new business opportunity for Beauty Industry professionals.