Clinique has made new digital content accessible through one of its best-selling products.
Consumers buying a limited edition of the beauty brand’s Moisture Surge 100H moisturiser can access a range of digital content through the product’s packaging.
By simply tapping their smartphone onto the jar, shoppers can find out what dehydrators may be affecting their skin, get advice from Clinique’s experts plus take a selfie to share with others.
The NFC enabled cream is available exclusively in Boots in the UK and in 35 markets globally and has driven high levels of customer engagement.
On average, users are spending 3 minutes 36 seconds in the connected experience, with 1 minute 12 seconds spent in the Dehydrator Index Quiz.
In the first six weeks, the US saw a 19% engagement rate, and the UK saw a 33% engagement rate.
“It not only provides added customer value but also vital data to pinpoint where the product is being used and how people emotionally engage with our mobile content,” Clinique executive director of global retail experience Erin Burke said.