Studies

Mobile App: Gillette Venus Embrace "Celebrity Makeover"

OBJECTIVE

• Re-interpret a popular online beauty makeover tool, while creating Venus brand awareness and celeb-inspired looks

STRATEGY

• In partnership with P&G and Real Beauty editors, HDM developed a first-to-market mobile application that invited users to try on their favorite celeb hair and makeup looks while highlighting Venus' brand power

SOLUTION

• Instant full-body looks with automatic facial recognition allowed for unique ability in the App market
• Venus branding was prominent throughout the experience via:
  • 30-second video spot on main menu
  • The unit included fashion from the Macy's Men's INC collection with a hand-picked selection of Fall trends from the Esquire editors
  • 3 sponsored slides were dedicated exclusively to Macy's
  • Logo exposure on all app pages
  • Corresponding beauty/shaving tip
• Viral ability to share photos through email or Facebook
• The app was promoted extensively on and off our platform:
  • Real Beauty homepage navigation and sponsored touts
  • Sponsored Real Beauty Tweets & Facebook Updates
  • High-impact, targeted beauty media placements

EXPERIENCE

• Competitive ranking in iTunes free app library
• Strong time spent per session and video play engagement
• High sharing rate