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unsplash ahmad ebadi cosmetique marketing rue kodd magazine medias beaute
  • Trends

When beauty takes to the streets

    Accueil > BEAUTY > Trends

    The city is becoming a veritable field of expression for cosmetics brands. A strategy that reflects changing consumer expectations and redefines the codes of accessible beauty.

    unsplash ahmad ebadi cosmetique marketing rue kodd magazine medias beaute
    unsplash ahmad ebadi cosmetique marketing rue kodd magazine medias beaute

    Away from the traditional shop shelves, some players in the sector are now banking on innovative urban systems to reach the public in a different way.

    The street, a new channel for sensory experience

    In cities, advertising campaigns are no longer confined to posters – they are becoming interactive, tactile and sometimes even olfactory. Whether it’s a digital billboard diffusing perfume or a bus shelter transformed into an ephemeral mini-institute, these installations are designed to capture attention in an everyday world saturated with images. This shift towards “situational” beauty questions our relationship with skincare: do we need to be at home to take care of our skin?

    A patch, a shop window, a street

    The latest example is the collaboration between Garnier and JCDecaux to launch the Pimple Patch. In Paris, a bus shelter has been transformed into a genuine product contact point, incorporating a free dispenser of invisible anti-imperfection patches.

    The device attracts not only the curious, but also passers-by with an immediate need. This marketing campaign, although targeted, illustrates a wider desire on the part of brands to get closer to real-life uses, outside the traditional consumer context.

    operation garnier jcdecaux kodd magazine medias beaute
    operation garnier jcdecaux kodd magazine medias beaute

    Visibility, accessibility, legitimacy

    Through these operations, brands hope to reinforce their legitimacy while creating new consumer reflexes. Street furniture becomes a demonstration area, almost educational, where products can be tested without obligation. It also raises questions about the place of advertising in our daily lives, and when the street becomes a shop window, how far can it be integrated into the public space?

    Between service and communication

    For some, it’s just a clever publicity stunt, while for others it’s a response to the expectations of a public hungry for new forms of interaction. However, this type of initiative raises a number of questions: is the street a neutral space? Does urban sampling replace in-store advice? And what role will these forms of “experiential” marketing play in the cities of tomorrow?

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    Baratiel Malet
    Baratiel Malet

    Baratiel is a passionate explorer of writing and ideas! She knows how to find the right words and create powerful writing to engage her readers, feature after feature.

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