How Guerlain Increased conversions with a 3D configurator for their custom lipstick case
Guerlain empowered its customer with an animated 3D configurator for their personalized lipstick case.
The House of Guerlain has been innovating and exploring in the cosmetics universe since 1828, with the brand being among the pioneers in perfumery and makeup.
Building on timeless expertise, Guerlain champions the culture of Beauty through the ages and has established itself today as a key player in French luxury.
Hapticmedia had the opportunity to collaborate with the House to offer a product experience that is both impactful and innovative: a 3D configurator with animation for its Rouge G collection. This involved implementing all the personalization possibilities for these iconic lipsticks, the configurator allows customers to mix and match lipstick case elements, enabling visualization of all design possibilities while offering interactive engagement on the product page.
Categories
Luxury
Made To Order
3D High End
Enhanced product experience through Guerlain's 3D configurator for better key business impacts
What do we do for Guerlain?
The lipstick cases are customizable as they come in different materials, patterns, colors, and effects (diamond, pearls, leather, marbled, chrome, among others), as was the case in another project we worked on for Baume & Mercier, which involved similar customization logic.
The bullet is also customizable as the customer can choose its shape (diamond, classic, beveled, boat, ...), the patterns engraved on it (bee or heart, for example, on the latest editions), as well as the finish (matte or satin) and of course the shade.
Continuous support was implemented for each modification or addition of product in the configurator, throughout the seasons, limited editions, or even new collections.
Objectives
- Develop a 3D configurator that seamlessly showcases the mirror's technical capabilities and accurately demonstrates how it reflects surrounding elements.
- The animation of the personalized lipstick case:
- make the website’s page more dynamic
- be able to see the bullet in the reflection of the mirror
- functionally visualize the mirror
+ 2.7%
The 3D configurator has increased conversions by 2.7%
What features have been provided for the Guerlain project?
High-fidelity 3D Configurator
Starting from the CAD models, we refined the colorimetry using physical samples. In some cases, the cases varied with more complex designs like sequins, which presented challenges in terms of optimization.
For the lipstick bullets (sticks),** we developed a specific approach with materials** that convey translucency and their matte or glossy properties (creamy, velvety). The configurator enables visualization of all possible custom lipstick cases while offering interactive engagement with customers on the product page. The system allows** independent configuration of the case and the bullet**.
From a technical standpoint, we implemented a 3D ecommerce feature that realistically reflects the mirror inside the Guerlain lipstick case, accurately simulating its functional aspect.
Interactive animation
The animation offers a complete opening-closing sequence that faithfully reproduces the product's kinematics. You can observe the lipstick bullet gradually rising during opening, then retracting when closing. A highlight of this animation is the ability to view the lipstick in a semi-open position, allowing the bullet to be reflected in the lower part of the mirror. This functionality provides users with an authentic virtual experience, similar to using the physical product, where the reflection of the bullet in the mirror is an essential element of the digital customer experience, we developed a similar animation for KENZO and their shoe collection Move.
Testimonial:
Hapticmedia's 3D technical solution has provided us with a superb showcase for our product Rouge G. It has also enabled us to present out customers with all available customization combinations directly on our site while avoiding us the high cost of a full range photo shoot. In addition to this, the solution was extremely easy for our tchnical teams to implement.
The animation was carefully designed to showcase realistic details of the product. After launch, the initial feedback has been excellent, with the page containing our technology achieving a conversion rate three times higher than other pages on the website, proving that digital customer engagement is essential. The client has also expressed great satisfaction with Hapticmedia's realistic 3D representation of their product, which captures the true essence and quality of the actual items.
Project Technical Features and Specifications
Technical integration of our technology has been easily managed by their IT Team.
Implementation of an advanced rendering system to accurately simulate specular reflection properties, enabling a photorealistic mirror effect that responds dynamically to virtual light sources.
The animation was developed and designed to capture the details of the opening and closing of the personalized lipstick case.
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