To launch its new Cloudtopia Lip + Cheek Mousse, Maybelline New York chose JCDecaux street furniture to offer a truly unique beauty experience. In Stockholm’s most iconic districts, a digital screen dressed in the campaign’s colours was transformed into an interactive mirror.
With a simple glance, passers-by saw their reflection appear on the screen and were able to instantly try on the different shades in the range. The augmented reality algorithm detected lips and cheeks to virtually apply the mousse texture, as if the product had just been put on. Integrated into the daily flow of pedestrians, close to premium boutiques and busy transport hubs, the activation enabled passers-by to experiment, compare shades and make the product their own in a matter of seconds.
