The Estée Lauder Team in the US wanted to have an interactive tool that steered consumers in the department stores towards their cosmetic counters. They wanted a tool that was easy enough to use in the store but could be just as easy at home. They wanted the consumer to do the test on themselves and then to get the results, they would have to visit one of Estee Lauder’s cosmetic counters. Here Estée Lauder’s expert beauty advisors recommended products based on the results from the test.

Changing selling into consulting by connecting the brand with the consumer and offering expert advice based on results from tests done on the consumer’s own skin. A way for the consumer to clearly understand the information the brand is providing.

USP Solutions team developed a 2D wrinkle level tester card that could measure the wrinkle level of the consumers within a matter of seconds. This tool empowered the skillset of Estée Lauders’s beauty advisor, to give an informed product recommendation to the consumer

Re-Launching their Moisture Surge replenishing hydration range, the Clinique team wanted a consumer recommendation for POS and travel retail. Their story was that everyday stress especially traveling, drains the skin of its moisture and their product helps replenish this lost hydration. The team consulted with USP to develop a smart and easy-to-use tool that could show live proof of the individual’s skin hydration both on the ground and in the air.

The USP Hydration Tests test area removes dead skin flakes from the skin’s surface. The more skin flakes removed, the drier the skin is. This knowledge about their level of dry or hydrated skin, combined with product information, guides consumers to purchase their appropriate body care selections from the brand! The consumer measured the hydration before receiving the product recommendation, after immediately after use to see the difference it made, and at a later period to see how the product continued to hydrate for up to 72 hours. The tester card was engaging, educating the consumer to help to establish brand awareness, brand trust, and value.

The initial project was tested in the US market and was such a success that multiple orders later, it is now offered by Clinique on a Global Scale, in 27 languages.

In a world that is mostly digital and visual, engagement is very hard to achieve with only verbal communication, human beings are still analog as are the skin and beauty products.

The Aveda team wanted to provide to their consumer and beauty consultants, a powerful and easy way to engage and understand the individual scalp better to help stimulate the purchase intent, in seconds. The tool was to work in 1:1 interactions or as a self-service activation, which is specifically designed to diagnose the scalp sebum of a consumer.  Helping the consumer to understand their needs in approx 5 seconds and get a product recommendation based on the specific result.

The scalp sebum test perfectly works as a conversation starter, engagement, consultation, and recommendation tool with a simple workflow. 10 tests in a single card made the tool easier to handle multiple touchpoints e.g if a BA was available for consultation. The project was first developed for Italy but was such a success that other countries chose to then add the tool to their marketing mix. This tester card was engaging and by educating their consumer they helped to establish brand awareness, brand trust, and give added value to their marketing activity…leading to increased sales.

The ESTÉE LAUDER team searched for a truly engaging and educational activation tool to support their UV product range. The solution also had to be able to assist Beauty Advisors in changing selling to consulting.