YSL Beaute goes high tech for launch
YSL Beaute teamed with Tencent and marketing group Mindshare for the launch of its Mon Paris Couture perfume in Hong Kong.
It was the first time in the colony a luxury make-up brand has used facial-recognition technology in a WeChat mini program.
Consumers visiting YSL’s pop-up store at Harbour City, Tsim Sha Tsui, were able to create their own personalised perfume in a specially engraved bottle. To avoid a queue as has happened previously, a “Mon Paris ID” was created for each participant for use before and during the event for personalised shopping experiences.
Before the event, participants could upload their headshots via WeChat, linked to YSL Beaute’s mini-program for both WeChat and Weixin users, or a web page for local digital users.
An interactive panel using Tencent technology could verify customers by recognising their faces, with the system able to automatically arrange, create and engrave the perfume bottles within seconds.