You’ll have to kiss your smartphone to work Shiseido’s new app
Beauty brand Shiseido is trying to make virtual kisses a thing.
The brand released an app yesterday in celebration of the global launch of its solely red lipstick collection called Rouge Rouge, which is coming out later in the week. The app, called Rouge Rouge Kiss Me, allows people to create digital kisses by literally kissing their phones at the same time. According to the brand, this new app is designed to humanise technology and connect people, wherever they may be.
The app experience requires the first user to enter their name in order to generate a personalised link. After clicking on it, they can then send the link to the second user, who will also click on it so both users are on the same site. Once both users have entered their names and picked a Rouge Rouge lipstick shade, a countdown will begin. Once the countdown reaches zero, both users will need to kiss their smartphone screens. The site then takes both your kisses and overlays them to create your very own virtual kiss.
Curious to see what this was all about, I made my boyfriend do it with me. After a little bit of protesting, he picked the Murrey RD305 lipstick shade whereas I went for Burning Up RD310. Here is the fruit of our labour. It's not amazingly exciting but it's cool none the less.
Global creative director of Shiseido Ruba Abu-Nimah told WWD that Rouge Rouge Kiss Me encourages two people anywhere in the world to connect and create a moment together.
“To share the moment is the point, and social media is getting faster and faster so we thought it should be in real-time,” she said.
The app was inspired by Shiseido's "for more than the average" beauty marketing campaign. Creating something engaging that works with the way people connect with each other and technology was the marketing solution Shiseido decided on. “Consumers don’t go to web sites to learn about lipsticks,” Abu-Nimah said.
For anyone wanting to try out the app, it's available in English, French, Japanese and Mandarin. Create you own virtual kiss by visiting rougerougekissme-shiseido.com. Obviously, it only works on mobile so don't try to open it on your desktop.
Also, before everyone starts rubbing their lips all over their smartphones, it is worth remembering the study conducted by Which? in 2013 that showed smartphones are dirtier than toilet seats. So, perhaps wipe down your phone first.