Alexa sends Spotify listeners Nars samples

Spotify teamed up with cosmetics brand Nars and Dentsu Aegis Network agencies The Story Lab and Vizeum on a voice-activated ad campaign.

The test is a response to the changes in how people shopped for beauty products during the coronavirus pandemic, and it enables shoppers in the U.K. to get blush, lipstick or mascara samples delivered straight to their doors by interacting with a smart speaker.

Nars enlisted the help of voice-activated sampling company Send Me a Sample to enable Spotify listeners to request samples via Alexa or Google Assistant, while The Story Lab and Nars worked with Spotify to deliver ads specifically via smart speakers, encouraging listeners to say, “Ask Send Me a Sample for Nars.”

The campaign started this week and will run for eight weeks.

Spotify/Nars

Spotify U.K. head of sales Rakesh Patel said in a statement, “We’re thrilled to be partnering with Nars and The Story Lab to deliver this innovative voice-activated ad campaign. At Spotify, we know there is huge potential within audio for advertisers, and it’s fantastic that Nars is utilizing the Spotify platform in a new way to get its products into the hands of our shared audiences. We see voice as a huge growth area within the industry, and we’re excited to be able to deliver screen-less advertising solutions for brands.”

The Story Labs senior partnership manager Hannah Scott added, “During the current climate, we have had to adapt our way of engaging with our audience. Delivering samples directly to consumers’ doors is a great workaround and something we hope can add a bit of delight during these times, as the user has a blush, lipstick or mascara sample to choose from. Given that people in lockdown are tuning into their smart speakers more than ever, collaborating with Spotify was the perfect fit.”

Why it’s hot: As smart-speaker usage increases and advertisers continue to pivot to direct-response options during the pandemic, the benefit in interactive audio ads is worth exploring. With most users spending more time than ever at home, smart speakers have seen increased usage. While voice-activated campaigns are not new, the success of this and others like it could give advertisers another performance-driven ad option.
This partnership highlights one important difference between advertising on smart speakers versus advertising on other digital audio platforms — the opportunity to interact with an ad. Opportunities for measurable engagement with interactive audio ads like this may help Spotify and other music streaming companies capitalize on the trend of marketers shifting spend to more performance-driven formats as a result of the broader economic downturn.

Sources: Adweek, eMarketer email briefing

crayons teach a lesson in humanity…

In Japan, 79% of people associate the word for skin tone (“hada-iro”) with just one color. Mixed race children can often feel alienated for looking different. So Japanese cosmetics brand Shiseido did something to show Japan’s youth that everyone is different but equal. It created a special box of crayons by “scanning a group of schoolchildren’s skin in order to create their unique hada-iro profile…and creating crayons that matched the children’s individual skin tones.”

Why it’s hot:

Besides making a beautiful point, Shiseido did it without having to say a word. By simply seeing all the different shades of skin after their faces were scanned, kids would immediately see that there is no “one true color”, and in fact, they were all different. Proving once again that showing, not telling, is an even more powerful way to convey a message.

[Source]

Birchbox and Walgreens Partner to Transform 11 Retail Locations

Today, the two companies announce that they’re joining forces. Birchbox will be taking over a big chunk of the floor space at 11 Walgreens locations over the next few months. In December, the first six stores will open in New York City, Chicago, Los Angeles, and Minneapolis, and then in early 2019, five more stores will open in Chicago, Dallas, Los Angeles, and Miami.

These new retail spaces–which range from 400 to 1,000 square feet–will look like mini Birchbox stores. Birchbox will curate full-sized skincare, makeup, and hair products from more than 40 brands. These are brands that Birchbox has incorporated into its subscription boxes in the past and has identified as customer favorites. The Birchbox-branded parts of the store will be beautifully designed with warm lighting, pops of color thanks to interesting wall paper, framed Birchboxes as artwork, and powder-room-inspired makeup stations.

Since 2016, the drugstore company has been investing more heavily in beauty, by bringing in new brands like NYX and No7, introducing a beauty loyalty program, and introducing 3500 beauty consultants into select stores. “We’ve been working on elevating and differentiating our beauty experience,” Lauren Brindley, group vice president of beauty and personal care at Walgreens. “We’re trying to give our customers a reason to shop beauty more often.”

While Birchbox is continuing to focus on its subscription box business, it will also be translating its core premise–making beauty discovery fun–into a physical store experience with this Walgreens partnership. There will be Birchbox-trained beauty consultants on hand to help guide the customer through the space and introduce them to new products. And there will even be a Birchbox-specific cash register, so the entire experience will feel separate from just going for a drugstore run.

“I think a big part of our realization at Birchbox–and this really resonated with the Walgreens team–was that there is a huge opportunity to serve the masses by allowing them to stay passive, but give them the same kind of pleasurable experience of someone who is beauty-obsessed,” Beauchamp says.

In keeping with Birchbox’s expertise in sampling, customers will also be able to build their own Birchboxes by selecting from jars of product samples. There will be feature tables where customers can check out new brands and products.”We continue to find over and over again that the little beauty sample is just really delightful,” she says. “The price point is so acceptable to everybody, and the samples kind of look like candy when they’re all sitting next to each other.”

Why it’s hot: This is a great example of a strategic partnership that benefits both brands — expanding Birchbox into new clientele and retail locations, and elevating Walgreens beauty offerings.

Source: FastCo