Now every woman knows fantastic mobile application from L’Oreal Paris — Make Up Genius, where you can instantly apply makeup onto your own reflection in real-time. But not in December 2014. For that moment on pre-launch we had zero awareness, 2 strong consumer barriers and ambitions to became N1 beauty service in Russia (measured by installs). Audience didn’t understand clearly so sophisticated service and they don’t believe that result will look real and natural.
Beauty bloggers and beauty-addicts explained how the app works and shared their experience with MakeUp Genius. That has grown to daily voting for the best look. The most effective approach for us was Instagram opinion leaders – they created huge buzz! Also we used display ad on mobile and desktop, RTB, pre-rolls, wi-fi ad, social media promoted content and so on.