Prestige skincare brand SK-II has brought an immersive experience to its customers in China, launching its first “Social Retail” pop-up store integrated with augmented reality and gamification.
Located in Haitang Bay Duty Free Shopping Centre, Sanya, the pop-up store is inspired by SK-II’s brand purpose, “#ChangeDestiny” and “VS”, a six-part animated anthology series by the brand’s first film studio and content hub, dedicated to tackling social pressures that women face.
Upon entering, visitors are immersed in the cinematic universe of the animated anthology series. With just a click on their mobile devices using a WeChat mini program, visitors can watch the “VS” films and participate in an augmented reality experience battling an underwater “kaiju” (giant monsters) alongside Olympic athlete Liu Xiang as they wait in line.
Visitors can also receive a personalised yet contactless skin analysis called “Mini Magic Scan”. Using AI, the skin analysis tool can unlock their skin age and receive product recommendations in just three minutes. There’s no need for direct facial contact as the tool can detect and assess the skin condition through facial recognition at a pixel level.
“Engagement in the beauty and skincare category has generally been ‘tactile’ in nature – what you can see, touch, feel,” said Sandeep Seth, CEO at Global SK-II.
“In these times of the pandemic, we want to provide our consumers contactless, gamified experience where she can gain inspiration and learn about her skin in a safe yet engaging way.”
The SK-II Pop-Up Store in Hainan, China will be active until May 31.
