The Client – Chanel
Chanel, a renowned French luxury fashion house with an estimated brand value exceeding $60 billion, is the third most valuable luxury brand globally, following Louis Vuitton and Hermes. Established in 1910, Chanel’s timeless designs have graced the likes of celebrities and prominent figures like Elizabeth Taylor, Jackie Kennedy, Grace Kelly, and Princess Diana.
The brand boasts phenomenal brand awareness, reaching 94% in the UK, 92% in Germany, and 87% in the USA. This translates to a powerful social media presence with over 59 million followers on Instagram, 23 million+ followers on Facebook, and millions more on YouTube, Twitter, and other relevant platforms.
The Challenge – A Unique Solution For A Unique Product
In 2013, Chanel sought to devise a novel and engaging marketing strategy to launch its latest mascara innovation, Le Volume de Chanel. This mascara featured a patented snowflake brush with a quick-drying formula and came in three shades. The brand aimed to generate excitement unmatched by competing giants in the luxury segment.
The Solution – Limited Edition Kiosks
Aligned with the campaign’s goals, Chanel launched limited-edition, custom-designed vending machines at the Selfridges department store in London. These kiosks dispensed only Le Volume de Chanel mascara in three shades: Bleu, Noir, and Prune. Unlike traditional vending machines, customers could access the mascara using a special Chanel coin featuring the iconic interlocking Cs logo. These coins were available for purchase at Chanel stores within Selfridges.
Chanel jumps on vending trend with a machine dispensing mascara
To create a sense of urgency and exclusivity, the vending machines were operational for a limited time.
The Outcome – A Resounding Success
While specific sales figures through the kiosks were not made publicly available, Chanel’s mascara launch through vending machines was a resounding success. The innovative and interactive approach generated significant buzz among the luxe beauty enthusiasts, capturing the attention of beauty media and consumers alike. The limited availability of the vending machines further fueled demand and created a sense of distinctiveness.
The launch also served as a powerful platform to showcase the unique features of Le Volume de Chanel mascara garnering widespread positive reviews which further contributed to the product’s continued success in the market.
We Can Do The Same For You –
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