Studio BLUP, the London-based creative agency which specialises in connecting brands to new culture through relevant design, have created the first-of-its-kind augmented reality m-commerce experience for Boots.com, the UK’s largest health and beauty retailer and Kylie Cosmetics by Kylie Jenner.
The agency, whose clients include the likes of Nike, Adidas, Sony Music, Redbull, the BBC and EA Sports, worked with Kylie Cosmetics by Kylie Jenner to tap into the brand’s Gen Z audience and bring the “most-followed beauty brand in the world” to Boots.com and drive sales by integrating new technology with the retailer’s existing system.
Studio BLUP, together with partners Goldsheep, created the Kylie Cosmetics by Kylie Jenner, Kylie Virtual World a bespoke online shoppable experience which allows customers to explore, virtually try on and buy Kylie cosmetics products on their smartphone via the Boots checkout system in one seamless swipe.
Launched from a QR code, users enter a 360-degree virtual Kylie cosmetics world. Features include a virtual try-on (VTO) to let customers try Kylie’s infamous Matte Lip Kits, how-to videos demonstrating product use, product benefits and shop-the-look opportunities to enable users to purchase her celebrated Instagram looks. All these features are accessed by entering different ‘rooms’ within the AR experience.
Crucially, every product on show in the Kylie Virtual World has an ‘add to cart’ button, with the additional options to ‘view cart’ and ‘checkout’. Because the AR experience is fully integrated with Boots.com, every stock keeping unit (SKU) is matched between the two, meaning users are not left disappointed by trying to purchase an item that is, in fact, unavailable.
Within the first few weeks of launch, the Kylie Virtual World resulted in 25.5k unique visitors with 10% of all users adding products to their baskets and a 5x higher purchase intent than the UK’s average e-commerce.
At the weekend (11th-14th August) the Kylie Cosmetics by Kylie Jenner, Kylie Virtual World was intertwined within Kylie Glam Park – a four-day event in perfectly positioned East Piazza Covent Garden.
As part of the event, Studio BLUP offered Virtual Try Ons (VTO) via a digital screen. Customers visiting the Glam Park had the opportunity to virtually try on Kylie’s products whilst also enjoying a make-up consultation by Kylie Cosmetics by Kylie Jenner make-up artists. Customers scanned the QR code and their camera automatically opened, mirroring and projecting their faces on the big screen – whilst their faces are on the screen they were able to try on Kylie’s lip kit shades.
Studio BLUP also re-branded the ‘Kylie Virtual World’ to match the branding of the Kylie Glam Park event – enabling customers and Kylie fans not in London to have a virtual experience of the Kylie Glam Park takeover.
Ruana Di Marco, Head of Digital Content & Activation at Coty, said: “It’s been a great opportunity working with Studio BLUP to bring such engaging and relevant tech to customers shopping on Boots.com via this Virtual Reality World.
“Updating the experience to reflect the Glam Park event in London makes it even more meaningful and shows our commitment to staying relevant and agile.
Delivering this experience has been incredibly fulfilling and we look forward to continuing to combine tech and commerce whenever it makes sense for our brands.”
Laura Lane, Chief Marketing Officer at Studio BLUP, said: “We have been delighted to partner with Coty and Kylie Cosmetics on this truly innovative project.
“Shoppable AR experiences are at the forefront of the rapidly-building trend of mobile and social commerce.
“We have been incredibly impressed by how forward thinking and innovative the Coty and Kylie Cosmetics teams have been in being early adopters of this game-changing technology.
“As brands recognise the opportunities presented by m-commerce, technology is opening up new possibilities for end-to-end customer experiences.
“Augmented reality (AR) and virtual reality (VR) can play a vital role in the mobile commerce space, adding a more fluid and valuable element to move the experience forward for brands.
However, the opportunities offered by Studio BLUP are certainly not limited to beauty shopping. Laura adds: “We can create a fully branded, immersive world for any brand with bespoke features and functions.
“We can also update the world throughout the year to complement seasonal changes and new product lines or services, making this a new virtual sales channel that encourages customers to keep coming back.
“Whether a blend of fantastical details or photo-realistic in-store replicas, the virtual world is the closest thing to shopping on real life, with the added bonus of all the possibilities they can provide – from global accessibility, gamification, customisation and much more.”
Source: Studio BLUP
Studio BLUP helps drive five times higher conversions with shoppable Augmented Reality experiences for Kylie Cosmetics by Kylie Jenner and Boots.com added by Newsroom on
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