Work and News / Client projects / L'Oréal Luxe
Client project
The brand story on the glass, the real product behind it.
A fragrance counter has seconds to stop a shopper, and a screen beside it competes with the bottles it should sell. Axis4 built the world's first transparent LCD counter: the campaign plays on the glass and the real product stays in view behind it. To date, the same counter has carried five brand universes for L'Oréal Luxe, each built from the brand's own storytelling assets, each aimed at a different shopper behaviour, and every one measured.
- Client
- L'Oréal Luxe
- Industry
- Beauty
- Format
- Counter and vitrine
- Experience
- Brand content over the real product
- Brands
- Prada, Valentino, Giorgio Armani
- Brand experiences
- Five so far, on one counter
- Platform
- Crystal XM
Transparent LCD counter in a department store, with brand content over the fragrance bottles
The challenge
Prestige fragrance launches are won at the counter. Printed visuals change slowly, and a screen next to the counter pulls attention away from the product it is there to sell.
The experience
A transparent LCD built into the counter plays each brand's campaign right over the bottles behind it. Content changes with each launch and each store from Crystal XM.
Five brand experiences have run on this fixture to this day, including Prada, Valentino and Giorgio Armani. Each one was adapted from that brand's own storytelling assets, its campaign visuals, animation and codes, so the counter took on the look and voice of the brand on display. Moving from one brand to the next meant new content, not new furniture.
Why it works
Shoppers never choose between the story and the product: both sit in the same frame. Each brand set its own goal for shopper behaviour, from exploring the notes of a new fragrance to entering a contest, and every campaign was measured against it.
For L'Oréal Luxe, one piece of interactive furniture has already done the work of five brand fixtures, with measured results for each.
Tell us what you need shoppers to do differently.
We'll show you what it could look like in your stores.