How Watsons reached 1 million filter usage numbers in a completely organic way without any media investment?

Thanks to our customer-oriented collaboration with PulpoAR, we took the first step of digitalization in retail cosmetics, and with our first digital filter RevolutionXSebile collection, we achieved 7 million impressions and approximately 1 million filter usage numbers in a completely organic way without any media investment. We would like to thank PulpoAR team for their devoted work and great know-how in our Augmented Beauty Technology project, where we created a brand new customer experience.
Mete Yurddaş
General Manager, Watsons Turkey

Founded in Hong Kong in 1981, A.S Watson Group is one of the most significant international health and beauty retail chains with 16,000 stores in 26 markets. In Turkey, with nearly 350 stores in 60 cities, Watsons aimed to promote new product lines and reach a wider audience by using augmented reality. 

SITUATION

Rapid digitization of the world and the massive impact of the COVID-19 pandemic together has caused customers to change their consumption and purchasing habits and also produce different alternative channels and solutions for shopping. Virtual try-on technology, which is a new generation of marketing, has entered our lives. This technology has become the focus of many cosmetics and beauty brands. Also, it increases the engagement between the consumer and brands by making it possible to try the products online on multiple platforms. 

SOLUTION

Watsons has launched an advertising campaign. It enables users to try products on their choice of platform regardless of where they are. During the campaign, Watsons used this innovative solution in the lipstick collection of Sebile, a famous make-up influencer.

The filters created to promote the Revolution X Sebile collection were offered to users via social media. Users highly appreciated the ads, which affected the sales.

The challenging part here is managing the machine-learning algorithms. Using these algorithms in a way that they improve themselves after each trial is also important. While setting up the algorithms, all variations such as light, skin color, hair color, face type, and product type must be calculated and work in harmony.

With the partnership of PulpoAR, Watsons reached wider audiences with the filters used in the advertising campaign. Watsons introduced the products in the Revolution X Sebile collection, allowing customers to try filters. PulpoAR used its artificial intelligence-based technology so that customers can experience the products very close to real try on. Unique color-changing algorithms give better results each time. They have been developed for the best match for the product and the skin.

Thanks to the 85% application accuracy level, users had the opportunity to virtually try the products with one click and have fun with the filters. These filters aim to give the best results in different skin and light conditions. The application includes detecting many points on the face. 

“Thanks to our customer-oriented collaboration with PulpoAR, we took the first step of digitalization in retail cosmetics, and with our first digital filter RevolutionXSebile collection, we achieved 7 million impressions and approximately 1 million filter usage numbers in a completely organic way without any media investment.”

  • Mete Yurddaş / Watsons Turkey General Manager
Social media accounts

Users can access filters from Watsons’ Facebook and Instagram accounts and virtually experience the Revolution X Sebile collection easily.

Web and mobile screen

With just a few clicks, users can quickly and easily switch from an ad to a product demonstration to try the product virtually.

BENEFITS

Augmented Reality is changing the way people interact with the digital world. And it is also creating new ways for companies to engage with their customers in a more innovative way. Virtual Try-On technology helps users to save time; reduce costs and increase sales conversions for brands. It provides the opportunity to try makeup products before purchase. So, users can find the right products for themselves in just a few seconds. Research shows that users spend 2.7x more money when using virtual try-on technology.

Virtual try-on technology maximizes the fun of this process by minimizing product trial time. Facilitating the “receiving ideas from friends” part promotes the purchasing decision. Also, sharing the products they have tried on their own social media networks enables the brand to promote advertisements.

User experience is highly important in a world where users can access products with one click and feel for how they work.

“We would like to thank PulpoAR team for their devoted work and great know-how in our Augmented Beauty Technology project, where we created a brand new customer experience.”

–    Mete Yurddaş / Watsons Turkey General Manager

1 out of every 2 users tried the look

This astounding rate is a reflection of the effectiveness of creative advertising strategies. The proper studies and collaborations were managed with various partners & people over the online media, and the right combinations were established for this advertising, which received 7.5M impressions. Traditional advertisements annoy the customers, thus the effectiveness and expense of advertising decrease. The opportunity to try the products instantly in the advertisements influenced the users and positively affected their approach to the brand.

Now, ads are more fun!

Filters were shared 84.3K times

Instead of skipping the ads, they encounter while browsing on social media, users shared this entertaining ad experience with their networks and contributed to the advertisement to grow naturally. 

259.4K saves were recorded

Those who try the products are 1.6x more likely to buy a product than those who do not. Testing the products by 50% and reaching 259K saves has also shown its effect on the brand’s sales.

Increase in Cross-sell

Users can use PulpoAR’s tech to create collections by choosing different products. Users who make different product combinations spend more time and also more money on the application. 

Increase in consumer engagement and brand loyalty 

In the cosmetics industry, where competition is high, one of the prominent features is customer loyalty. Having the opportunity to experience the products while having fun adds sympathy to the brand’s image and increases the credibility among consumers. The more accessible brands are, the more attractive they are to users. In addition, the users save time, make combinations of products, and share the products they try with their friends. Virtual try-on technology, which both brands and customers are content with, is no longer an option but a necessity for brands.

The journey of creating a success story that transforms the cosmetic market with the beauty filter integrated into social media has changed the rules of how beauty brands play the competitive game to attract customers. It will become necessary for brands and indispensable for visionary brands for those who want to step further. Put it briefly, offering beauty AR filters is no longer a luxury but a must to have for brands.

If Watsons inspires you, we are ready to help you create the next success story for your beauty brand! 

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