Kylie Jenner, 24, has become one of the most successful reality TV stars of all time. At 18, she launched her Kylie Lip Kit. Following huge early success, she later re-branded as Kylie Cosmetics to launch a whole range of beauty products.
Last October, Kylie Cosmetics became accessible nationally after landing in Boots, the UK’s largest health and beauty retailer. Although a high street staple, there was a disconnect between presence in physical stores and using Boots.com to appeal to Kylie’s younger Gen Z fanbase.
Mobile shopping and augmented reality (AR) experiences have seen a surge – supercharged by this younger ‘mobile-first’ generation who favour a visual and interactive format they are used to from gaming and social. To connect Kylie Cosmetics to Boots.com, Studio BLUP created a first-of-its-kind, 360-degree shoppable Kylie Virtual World. Customers were invited to explore, virtually try on and buy Kylie Cosmetics products on their smartphones. It also broke new ground by taking users to the Boots.com checkout system in one seamless swipe, creating an end-to-end e-commerce process within an AR experience.
Our collaboration resulted in 5x higher conversions than the UK’s average e-commerce conversion rate and a new sought-after generation of customers for Boots.com
Consumer Goods: Bronze
Studio BLUP
COTY
Goldsheep