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Smashbox drives sales via mobile bar codes

October 11, 2011

A campaign shot from Smashbox's Girls on Film campaign

Cosmetics brand Smashbox is using mobile bar codes on products to educate consumers about its makeup.

Smashbox is tapping into mobile with bar codes that are placed on two products from the company’s fall line. The QR codes lead to mobile tutorial videos.

“Placing QR codes on packaged goods opens the door for users to get more information, especially for cosmetics where there isn’t enough room to put all the information,” said Murat Divringi, CEO of Dynotag, Seattle.

“Consumers are demanding more information about products and with QR codes, manufacturers can know immediately how interested they are in particular products,” he said.

Mr. Divringi is not affiliated with Smashbox. He commented based on his expertise on the subject.

Smashbox did not did not respond to press inquiries.

Snappy eyes
The mobile bar codes are placed on Smashbox’s Girls on Film eyeshadow palettes, which come in two colors.

The QR codes unlock additional information about the products.

Once scanned, the code directs consumers to a video tutorial with Smashbox makeup artist Lori Taylor.

The three-minute video takes users through a step-by-step process of creating a look using the eyeshadow palette.

In addition to the mobile bar codes, users can peel back the packaging to view the steps needed to create the look.

Video tutorials are a staple of the beauty industry and by using mobile bar codes, Smashbox is able to give shoppers an instant connection to the product.

“One thing we recommend to our clients is to offer more than just a video in a mobile bar code,” said David Javitch, vice president of marketing at Scanbuy, New York.

“Think about the end goal in the campaign,” he said. “Video is great at delivering information and giving consumers one more step to interact.”

Photo finish
This is not Smashbox’s first trial with mobile bar codes.

Smashbox used SpyderLynk’s Snap Tags in the September issue of Glamour magazine.

The ads promoted the company’s Photo Finish Foundation Primer.

“Most makeup packaging is limited, so a mobile bar code makes sense for a cosmetic company to expand an inch-by-inch square into the digital space,” Mr. Javitch said.

“By placing the mobile bar code directly on the product, it can help consumers remember how to use it once they get home,” he said.

Final Take
Lauren Johnson is editorial assistant on Mobile Commerce Daily, New York

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