Marionnaud
Marionnaud – Phygital Tool
Claim: "Elevate engagement"
Overview
Firstly, their goal was to elevate consumer engagement by offering an immersive experience at POS that emphasized the skincare product’s effectiveness in addressing specific skin concerns. Secondly, Marionnaud sought to revolutionize the shopping journey by integrating a digital component, enabling consumers to delve deeper into personalized skincare routines through a seamless phygital approach.
The tool not only provided immediate analysis but also connected consumers with in-store beauty advisors. With the results from the on-skin tool, the BA’s were able to offer professional guidance, curating bespoke skincare regimes based on the individual’s specific skin requirements. Additionally, consumers had the option to embark on a phygital journey by scanning a QR code, guiding them to the ‘Love Your Skin’ landing page.
Upon reaching this page, consumers entered their haptic test results and got a digital diagnosis of their skin needs. This comprehensive digital analysis offered certainty and clarity, providing a detailed understanding of the consumer’s skin requirements. The fusion of physical and digital allowed consumers to seamlessly transition from the in-store experience to an interactive online platform, empowering them with a deeper understanding of their skin and personalized solutions.
The Challenge
For the Phygital Tool, Marionnaud needed to make the "Elevate engagement" promise something shoppers in the skin care category could see for themselves, not just read on a label. In the few seconds a shopper spends at shelf or in a consultation, copy and ingredient lists rarely land, especially when rival products advertise hydration, sensitivity & soothing claims.
The brief for the Phygital Tool was to turn that abstract message into a tangible, repeatable proof point that retail staff, pharmacists or beauty advisors could run on demand, without lab equipment or specialist training, while staying on brand for Marionnaud.
The Approach
Marionnaud France needed a way to bridge physical retail and the digital sphere so consumers could truly understand their own skin type before buying. USP Demo Solutions built a phygital skin-type test that gives instant on-skin analysis at POS, connects shoppers with in-store beauty advisors, and continues the journey online via QR code for personalised routines.
USP Demo Solutions built the Phygital Tool for Marionnaud around the Skin Type Test method, reducing the Elevate engagement story to a single visible reaction the consumer can trigger themselves. That gives the conversation a clear before/after moment in the skin care aisle instead of a one-way pitch.
From the same physical interaction with the Phygital Tool, the demo substantiates claim areas such as hydration, sensitivity & soothing, so a single asset can carry several conversations across the Marionnaud range.
The Result
The result for Marionnaud is a phygital, delivered through the Phygital Tool as something the consumer experiences first-hand rather than has to take on trust.
By turning Marionnaud's "Elevate engagement" message into a hands-on Skin Type Test moment, the Phygital Tool becomes a credible, science-backed conversation starter the shopper can repeat for a friend.
In the field, Marionnaud runs the Phygital Tool primarily for digital campaign, delivered in diagnostic tool, phygital so the same Skin Type Test proof point travels from a pharmacist's counter to a beauty advisor's tablet without losing its logic.
- Technology
- Skin Type Test
- Benefit
- Phygital
- Category
- Skin Care
- Brand
- Marionnaud