Along with 16 eyeshadows, mascara, liquid eyeliner and eyeshadow primer the palette comes with a mirror, a smartphone dock, a speaker and a connecting cable. Also contained in the box is a card with 5 QR codes that you can scan with your smartphone to download step-by-step make-up tutorials. Each respective tutorial shows the customer how to create a certain look using Urban Decay products contained within the palette.
In an attempt to capitalize on the increasingly popular trend of watching 'how-to' videos, Urban Decay have launced this product which now makes it simple and convenient for their customers to learn new make-up techniques. Furthermore, the tutorials promote the use of Urban Decay products compared to online tutorials which usually combine a number of cosmetic brands.
For anyone interested in purchasing the product it is currently available in House of Fraser, Dundrum.
From a business point of view, this seems like a very clever attempt by Urban Decay to increase multi-product and repeat purchases by using the online tutorials to encourage engagement with the brand and its products.
ReplyDeleteAs a guy it is hard to understand why you would go to so much effort to know how to put on makeup, I know if grafton barber put a QR code on their gels that acted as a link to a tutorial on how to gel hair that I wouldn't be in a rush to scan it. However, I do look forward to hearing a female perspective on whether Urban Decay have gone the correct way about trying to engage with their target market. Additionally, who would their target market be?