Beiersdorf is now taking a new approach to strengthen consumer loyalty. The NIVEA MEN product packaging will be scannable with the help of Google Lens technology. The Lens Experiences of the Limited Edition offer product information and entertainment.
From now on, the packaging of NIVEA MEN Active Energy Wake-Up Instant Effect Gel three digitally accessible experiences. By scanning the product packaging with Google Lens Application tips, product information and an interactive encounter with actor and Grimme Award winner Edin Hasanović.
Three digital experiences with Google Lens
Beiersdorf AG has developed these experiences especially for the exclusive partnership with Google. The special edition of the facial care product is limited to 1,000 units.
„This innovation allows us to strengthen the connection with our consumers in a new and unique way. With the interactive Google Lens technology, we can offer a customisable, multi-faceted brand experience directly on the product and at the point of sale. We are convinced that this technology and the way we use it as a brand can revolutionise the shopping experience.“ Martin Böhm, Chief Digital Officer of Beiersdorf.
„One of the weak points of offline shopping is the lack of product information. Shoppers stand in the shop and want to know: What is the story behind the ingredients? Which cream is right for my skin? Information that they can now get by reading a product,“ explains Achim Rietze, Strategy Lead, Google ZOO. „The use of Google Lens opens up completely new possibilities for retailers - thanks to computer vision technology and AI."
[infotext icon] Google Lens is an image recognition technology developed by Google. It is used to collect relevant information about objects by pointing the camera of a phone at the object. Google Lens is integrated into the standard Android camera app and can be accessed by iOS users via the Google app. In a close collaboration between Google and Beiersdorf, the partners jointly realised the three different Lens Experiences. They are now analysing them in a „Learn and Improve“ approach for their potential for everyday use[/infotext].SourceBeiersdorf AG
