Make Up For Ever launches WeChat Mini Program for Hainan shoppers

By Kristiane Sherry |

Make Up For Ever WeChat Mini Program

Make Up For Ever has launched a WeChat Mini Program targeting Hainan shoppers

LVMH-owned beauty brand Make Up For Ever has launched a WeChat Mini Program duty free shopping experience, targeting Chinese travellers. 

The platform brings online and offline touch-points together for a “seamless” duty-free experience that aims to drive brand discovery. 

Through the portal, customers are able to discover in-store services and take part in interactive gameplay. 

The WeChat-based platform serves Chinese consumers throughout their travel journey, with different content served pre- during and post-trip.

In an effort to drive membership and recruitment, the program is being promoted across multiple omni-channel consumer touch-points. 

Make Up For Ever: ‘teleporting’ customers

Inside the program, Make Up For Ever’s boutique at CDF Haikou International Duty-Free Shopping Complex is displayed in a 2D virtual simulation.

From this point, customers are “teleported” to the store where they can browse products, take part in engagement activities, book beauty classes, and organise group purchases with friends.  

The Desert Travel interactive game showcases the HD Skin Powder Foundation. Users skate through sand dunes to ‘collect’ products while avoiding obstacles. To drive engagement, returning players can compete to win weekly and monthly high score prizes.

A make-up quiz asks users ‘What’s Your Mood Today?’ and recommending looks based on responses and preferred makeup routines. They are also tailored by Hainan activity, for example, beach, trekking or bars, with links to purchase. 

My Little Academy is a tutorial platform where customers can book one-to-one mini classes at Make Up For Ever’s flagship boutique. Access is dependent on membership points or a minimum spend in-store. 

Make Up For Ever WeChat Mini Platform includes an array of features

Make Up For Ever WeChat Mini Platform includes an array of features, from games to brand exploration.

Group Buy With Friends allows shoppers to extend their duty-free quota to others in their circle. The program has a wish-list function for fuss-free purchases, enabling gifting a the same time. 

All the activities in the Mini Program earn users points, from sign-up to exploration. Points are then redeemed in exchange for deluxe samples, products and the beauty classes. 

“We always strive to connect and engage with our consumers,” said Kenneth TEOH, Regional Brand GM for Make Up For Ever across TR APAC and SEA-Oceania.

“With this Mini Program, it allows us to develop our relationship with the Chinese consumers, in turn allowing them to discover and interact with us.”

 

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