Jamie Helm

Virtual Vanity - This project was created for the 2009 Cannes Future Lions competition brief to develop an idea for advertising a global brand in a way that would not have been possible five years ago. This campaign placed as one of 19 finalists out of 700 entries. Copywriter: Rebecca Cullers.

Digital LCD Screens - LCD screens outside retail locations will draw customers in by displaying digital looks that have been created by customers using the new Virtual Vanity software. Copy on the screen encourages women walking by to come in and create their own unique makeup look.

In-store digital kiosk - A Sephora sales representative known as a “cast member” will guide customers to a free-standing kiosk with a touch screen and built in camera. After entering some sign-up information, the customer is asked to pose for a picture, which the kiosk takes and displays on the screen.

In-store kiosk - The Virtual Vanity program will ask the customer to trace her features so that the program can expertly apply makeup to her photo.

Virtual makeover - Sephora’s customer will be able to select pre-existing seasonal looks created by stylists, or create and save her own unique looks. Now she can try all 117 shades of green eyeshadow in just a few clicks. No more time consuming makeup application, and no more wasted product.

If she selects a particular look, she can print out a list of all the products used in the look, along with application tips, right there at the kiosk.

Microsite - Once a customer creates her look in the store, she’s automatically signed up for an account at VirtualVanity.com and emailed her password information. Her photo, selected looks, and all the products for each look are saved, and she’ll be given a personal url where she can login and access her Look Book online.

Online profile - Through their online profiles, customers will be able to archive all their created looks as well as create new looks.

Look of the week - Users will also be able to vote for the look of the week. Winners will receive free Sephora products and other promotional discounts.

Facebook Application - The Facebook App allows users to share their lookbook with their Facebook friends as well as view others’ looks.

Email Blast - Customers signed up on virtualvanity.com will be notified of when their previously purchased products are being discontinued as new similar products will be suggested to them.