David Jones has this week launched its 2021 Skinnovation campaign integrating choice-driven video technology, a skincare finder tool, influencer video series and in-store events to drive e-commerce and in-store sales of skincare products and services.
Created by Medium Rare Content Agency, the campaign seamlessly integrates information, advice and purchase recommendation in an organic and enjoyable way for consumers.
A first for the retailer, the campaign uses the eko interactive video technology platform with a Choose Your Skin Journey guided by beauty influencer, Eleanor Pendleton, allowing participants to discover which David Jones instore service best suits their skin needs.
Customers are also invited to curate their own personalised skincare routine using the Skincare Finder on a Skinnovation hub on David Jones’ website. By selecting their skin type, main skin concern and age, participants receive a customised six-step skincare regimen. The campaign content also includes a series of ‘Today, I’m playing with’ videos hosted by a selection of skin experts and skincare influencers including Cartia Mallan, Nigel Stanislaus, Diandra Politano, Hannah English, Ingrid Seaburn and Nonny Mulholland. Trialling a range of Skinnovation products, the hosts discuss product qualities and benefits, while sharing some expert tips and application techniques.
David Jones’ general manager marketing, Georgia Hack says, “The fourth annual Skinnovation campaign builds on David Jones’ legacy as the home of luxury skincare and beauty in Australia. Embracing new technology and a range of interactive opportunities, the campaign is customer-centric, yet invites individuals to participate in a range of new and exciting ways.’
Jones magazine editor-in-chief Justine Cullen says: “With the 2021 Skinnovation campaign, we’ve achieved the ultimate in what a content campaign can achieve for the customer. Inspiration, influence and good advice. With the added power of technology, we’ve invited our customers to replicate the individual service they receive in-store for their skincare, just in the virtual and e-commerce space.”
The campaign runs throughout May and culminates with in-store events in the David Jones Elizabeth Street Store.