If you've ever wandered through the cosmetics aisles of a major retailer, you can imagine how difficult it must be to stand out amongst the dizzying array of choices on offer. One way to stand out is to have a powerful, well-known brand. Another is to offer a differentiator, some way for consumers to explore and connect with that brand. With the interactive Play Studio, featured in select Target locations throughout the U.S., Maybelline adds that second level to their already outstanding brand.
The Maybelline Play Studio, is an interactive touch screen (running on a Dell tablet with Windows OS) that is mounted in the middle of the Target Maybelline product section. Exploring the Play Studio lets consumers view the newest Maybelline product releases (What's New), their most popular products as judged by Maybelline users (Top Reviewed), and what those consumers are saying about their favorite Maybelline products (Inspiration). In each of these sections, consumers can explore the products, view the various shades, watch product videos, and even find tips on how to properly apply various products.
When the user is ready to buy, they can quickly and easily find the product on the Target store shelves by tapping "Find It Now" buttons located throughout the program. These buttons pop up a planogram image of the actual store display, with a callout highlighting precisely where the product is located. Additionally, by tapping a digital coupon button, the consumer can enter their mobile phone number, and they will receive a text containing a coupon that they can use to get a discount on their in-store purchase.