Fans of Lancome can test the company's newest makeup collection via an iPhone application and write about the results on "The Make-Up Blog," the company's latest social media venture.
The impetus for the iPhone app is Declaring Indigo, the new Autumn/Winter 09 makeup collection by Artistic Director Aaron de Mey. It gives users an innovative and different way to try out the "avant-gardiste," according to the company.
Users can test the makeup collection live by creating custom looks on their iPhones. A touchpad lets users try original colors and different combinations from the new collection. The new looks can be saved and sent by email.
Lancome was the first brand in the market to launch a mobile commerce Web site in Japan in 2007. The company is continuing the strategy of innovation in offering an iPhone application, says Julie Thompson, interactive marketing & CRM director of Lancome.
Available in English and Chinese, the iPhone Declaring Indigo application was developed by Digitas and Phonevalley.
"The idea is to leverage this first use of the iPhone platform for further evolutions," Thompson tells Marketing Daily. "We are also considering other opportunities that mobile offers, but it is still a bit early to discuss them."
Customers are learning about the iPhone app via Lancome's Web sites (15 worldwide) and through weekly emails, Thompson says. She declined to say how many times the app has been downloaded since its Oct. 14 launch. "Although I can't give you any figures, we are extremely satisfied with the number of downloads so far," she says.
The Make-Up Blog (http://www.blog-make-up.com) launched Oct. 1, and offers customers the opportunity to dialogue with the brand's national makeup artists. Their makeup tips can also be found on the iPhone application.
Not only do users benefit from the advice of Lancome professionals through this dialogue, but they are also at the heart of exclusive content, including meetings with Aaron de Mey, backstage photos and videos.
The contents of The Make-Up Blog can also be found on Twitter: http://twitter.com/Lancome_make_up.