Clinique teams with SharpEnd for NFC enabled product experience

Consumers purchasing a limited edition of Clinique's Moisture Surge 100H moisturiser can access a range of digital content by tapping an NFC chip in the product’s packaging with their smartphone.

Purchasers can find out what dehydrators may be affecting their skin, get advice from Clinique’s experts plus take a selfie and then share with others.

The cream is available exclusively in Boots in the UK and in 35 markets globally.

Clinique partnered with SharpEnd on the initiative.

Clinique’s Executive Director of Global Retail Experience, Erin Burke, says: “Adding NFC technology to beauty and skincare packaging is a major undertaking for a sector built on brand building traditions that often date back over 50 years.”

“We’re exceptionally proud and excited therefore to be at the forefront of this packaging innovation. It not only provides added customer value but also vital data to pinpoint where the product is being used and how people emotionally engage with our mobile content.”

Cameron Worth, SharpEnd’s Founder and CEO, adds: “This is a defining moment for the industry. When we look back on the meteoric rise of connected products, I believe Clinique’s launch will be referenced as the tipping point.”

“An iconic brand positioning its 360 campaign around a connected project experience with Emilia Clarke bringing to life the NFC technology and experience across channels.” 

“It’s been a dream to work on this with such an amazing team and brand. We’re a very proud partner.”