Lancôme has partnered with Alibaba Cloud, the cloud computing arm of Alibaba Group, to launch an augmented reality game for a Chinese New Year campaign.
The game enables customers to engage with an online and offline brand experience anywhere in Hong Kong during the Chinese New Year, according to Alibaba.
Consumers can participate by using their smartphones to find and capture AR images of Lancome’s beauty product Genifiques, which then triggers an invitation to send seasonal wishes for a chance to win a selection of prizes.
“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,” stated Lee Sue Jong, brand general manager, Lancôme Hong Kong.
The Alibaba cloud image search is based on machine learning, enabling consumers to take a screenshot or upload an image to search for desired products.