The Brief
Introduce a 70-year-old legacy brand to those who game in their sleep, and gameplay to those who have no idea what WASD stands for.
As tough as it is to accept on an existential level, those they still call kids are picking their first anti-aging serums. And no—not the Sephora kids—those who really mean it. And that has to be Clarins.
So we built a white-label experience that sat directly on the Clarins site. This way, we got to keep the existing loyal customer base while introducing the new-age one, at a level of craft that outclassed the mass-market third-party-platform activations.
Unlike Metaverse Beauty Week, by the time Clarins experience came about, the space was already saturated with pretty, visual-metaphor-heavy branded experiences, with only a few looping back to actual e-commerce.
Users of various levels of game proficiency could play through the Clarins twin-study epigenetics research, earn loyalty rewards, and even leave an intention message for their future selves that dropped in their inboxes later in the year.