L’Oréal Professionnel launched its beloved Metal Detox hair oil product in Sephora stores through an omnichannel campaign that included a rich augmented reality (AR) experience powered by 8th Wall in the heart of Times Square in New York City. 

With their phones, beauty fans scanned the QR code on a digital billboard above the Sephora store, launching a real-time AR experience showing Metal Detox hair oil pouring forth from the ad and covering Times Square. Viewers could additionally claim a free sample at the nearby Sephora location, creating a seamless and immediate brand connection across the digital and physical worlds.

L’Oréal Professionnel expanded its distribution to Sephora this summer, an opportunity to bring its portfolio of professional, cutting-edge products to Sephora’s savvy customer base.

“Spatial mediums like AR open new dimensions for digital experiences,” said Fredrik Frizell, founder of creative studio Buoy, which worked with L’Oréal Professionnel to create the AR ad. “The ability of the latest generation AR technology to understand the user’s surroundings means content can seamlessly adapt to and merge with the physical world.”

 “L’Oréal Professionnel has always leveraged technology as an accelerator through product innovation across their suite of professional products and beauty tools,” continued Frizell. “Today’s immersive AR, combined with the graphics prowess of modern devices, unlocks the potential of user participation and engagement at scale beyond that of any prior medium.”

The campaign was timed to run during Sephora’s bi-annual Beauty Insider event and in conjunction with a robust influencer marketing campaign, amplifying brand awareness to reach over 1.01 million social followers.