Lancôme has teamed up with Alibaba Cloud, the cloud computing arm of Alibaba Group, to launch its Chinese New Year campaign in Hong Kong. The partnership leverages Alibaba Cloud’s cutting-edge technologies and Lancôme’s bestin-class beauty offerings to bring consumers the warmest festive wishes with fun and engaging experiences.
As a leader of the beauty industry and a pioneer in adopting technology-enabled customerengagement, Lancôme has worked with Alibaba Cloud to create an augmented reality (AR) game for customers.
The game, alongside a Lancôme pop-up store in Harbour City, Hong Kong, enable customers to engage with an online and offline brand experience during the Chinese New Year anywhere in the city, at any time. Lucky consumers will be able to bring home limited edition Lancôme products and special gifts.
“Lancôme is glad to partner with Alibaba Cloud to engage with our consumers in Hong Kong using the most advanced data technologies. One of the brand’s priority is to build ‘Beauty-tech’ leveraging the latest innovations to transform our campaign and offering our customers better interactive experiences. We are excited to see these technological advancements helping us to create a modern Chinese New Year with better understanding of the consumer behavior and eventually with great business uplift with high conversion,” said Lee Sue Jong, Brand General Manager, Lancôme Hong Kong.
“We are excited to partner with Lancôme to foster the digital transformation of Hong Kong’s retail industry. Our technologies not only offer innovative ways of engaging consumers, but also help Lancôme better understand customers’ needs using data analytic tools,” said Leo Liu, General Manager of Alibaba Cloud Hong Kong, Macau and Korea.
Lancôme will spread joy and good wishes across the city for the coming Year of the Pig with thehelp of Alibaba Cloud’s image search technology and cloud services. Consumers can participate in a Lancôme-branded AR game on their smartphones. Those who find and capture augmented reality images of Lancôme’s signature beauty product Genifiques on their smartphone will be invited to send their seasonal wishes for a chance to win a selection of prizes.
Alibaba Cloud Image Search is an intelligent service based on machine and deep learning. It enables end-users to take a screenshot or upload an image to search for desired products and fulfill other search requests.
Alibaba Cloud’s cloud-based technology is part of the Alibaba Operating System, a holistic onestop solution to accelerate the digital transformation for corporations. With strong cloud-computing capabilities, the infrastructure is able to deliver insights and analytics instrumental to better satisfying customer needs and growing their business. New Retail, a strategy that drives innovation around online and offline solutions, is a key interface through which businesses can tap into the Alibaba Operating System.
The latest collaboration on Lancôme’s Chinese New Year campaign follows L’Oréal Group’s longstanding working relationship with Alibaba businesses across multiple platforms. The beauty company has continuously deepened its use of Alibaba’s ecosystem to meet and create new aspirations from consumers. In terms of grasping the benefits of New Retail, L’Oréal Group was an early adopter of merging online and offline during the 2018 11.11 Global Shopping Festival.