KYLIE JENNER VIRTUAL WORLD

CONTENT CREATION HOUSE

KYLIE BY KYLIE JENNER VIRTUAL WORLD

To connect Kylie Jenner’s Gen Z fanbase to Boots, the UK’s biggest health and beauty retailer, Studio BLUP created a first-of-its-kind 360-degree shoppable Kylie Virtual World on mobile. Our augmented reality (AR) experience invited customers to explore, virtually try on and buy Kylie Cosmetics products on their smartphone, and broke new ground by taking them to the Boots checkout system in one seamless swipe. Our collaboration resulted in 5x higher conversions than the UK’s average e-commerce conversion rate.

BLUP:GEN / AUGMENTED REALITY / 3D PRODUCT RENDERS / SOCIAL / INFLUENCER OUTREACH

LANDMARK BRAND ROLL-OUT

We worked with owners of Kylie Cosmetics, Coty, to tap into the brand’s Gen Z audience and bring the “most-followed beauty brand in the world” to Boots.com. Previously UK fans had struggled to get their hands on Kylie’s cult Matte Lip Kits, with no official retailer or IRL stockist available. Coty asked us to explore dynamic ways to connect Kylie Cosmetics with her fervent audience of 18-24-year-olds, and drive sales on Boots.com, integrating new technology with the retailer’s existing system.

DIRECT LINK TO GEN Z

Studio BLUP was uniquely placed to understand Kylie Cosmetics’ young, style-conscious, Gen Z consumers. Conducting a focus group with our trendsetting network, BLUP:GEN, afforded us direct access to her consumer base and an insight into how they shop online. Our research confirmed a growing demand for AR, including virtual try-on features, but their greatest frustration was a lack of direct-to-cart capabilities.

PIONEERING SHOPPABLE AR EXPERIENCE

Studio BLUP created Kylie Virtual World where customers could immerse themselves in a visually striking 360-degree shopping journey. Launched from a QR code, Kylie’s Virtual World combined the ability to explore multiple product rooms, shop Kylie’s celebrated Instagram looks, watch how-to videos, and virtually try on her infamous Matte Lip Kits. The biggest game-changer, though, was a key add-to-basket feature, which enabled customers to purchase and checkout on Boots.com with speed and ease.

THE RESULTS

2m 01 seconds – Average engagement time

25.5K – Total unique visitors

78% of visitors accepted gyroscope permissions

71% of users entered more than one room

12% of users added products to their cart

5% completed purchase

BLUP delivered an end-to-end shopping experience on mobile that is beautifully crafted and finessed, while also providing the retailer with a direct ROI. Our creative collaboration with Coty has reimagined the future of m-commerce – one that calls for more fluid customer experiences, anytime and anywhere

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