Sephora's colourful skincare dispensing machine hits the street

Sephora brought the latest Mix & Play Skincare onto the streets by transforming OOH Media’s panel into a giant capsule dispensing machine.The new Mix & Play Skincare boasts a range of colourful products, each formulated with plant extracts and active ingredients. Decked in vibrant colours, consumers are able to mix and match the skincare products according to their needs, desires and moods.Sephora collaborated with Mediacorp OOH Media to transform the outdoor panel at Midpoint Orchard into a mega-sized capsule dispenser. Midpoint Orchard was chosen for the showcase as it is located in the heart of the Orchard shopping district, with Sephora stores located at the nearby ION Orchard, Ngee Ann City and Plaza Singapura. This conveniently leads their female target audience towards the path to purchase.The design of the six-sheet creative panel is akin to the concept of a vending machine integrated with a capsule dispenser. Coupled with the showcase of the bright and colourful products, the panel works to catch the attention of passers-by and entice them to check out the display. With a dispenser installed in the panel, passers-by can simply press a button to receive a free 2ml cream cleanser sample that is packaged in a capsule. Within the capsule, there is also a card that allows the public to redeem another complimentary sample, driving them back to purchase at the Sephora store.On the flip side of the panel, the product line up is displayed ‘live’ along with the indication of retail selling prices. The scanning of the QR code on the panel will lead to a personality test where a set of Mix and Play Skincare products would be recommended based on your persona cues. Completion of the Personality Test allows users to redeem a complimentary custom makeover worth SG$100 at any of the 11 Sephora stores.Henry Goh, head of OOH Media, said, “The flexibility of our OOH platforms gives advertisers the opportunity to include interactive elements that can add value to their campaign. For Sephora, our outdoor panel was a great shout-out to young women to engage with the brand through the simple idea of instant gratification and fulfilment of beauty needs, whilst being woven into their daily journey.”This creative campaign will run until 12 April 2017.