THE AUGMENTED REALITY “MAGIC MIRROR” (72andsunny + UNILEVER)

Lynx (aka “Axe”) opens an interactive pop-up barbershop in Dublin to help guys find their magic.

Axe products used to be about “spray-and-get-laid.” But as those 15 y/o boys who once bought Axe are now 25 y/o men with jobs and IKEA furniture and actual girlfriends, Unilever thought it time to update. In 2016, 72andSunny Amsterdam and Unilever re-branded Axe via the “Find Your Magic” campaign - a progressive stance on masculinity and individuality encouraging guys to focus on what makes them unique.

In some parts of the world, like Ireland, Axe is called “Lynx.” Same products, same smell, same font even. Different name.

Despite the potential clarity issues around naming, 72andSunny and Unilever opened a Lynx-themed “Find Your Magic” pop-up barbershop in downtown Dublin for a month in August 2017.

The cornerstone of the store experience — an augmented-reality “Magic Mirror” which let guys “try on” 6 of Ireland’s most searched-for hairstyles, according to Google data.

THE MAGIC MIRROR

The mirror’s facial targeting and tracking renders hairstyles onto a user’s reflection, allowing freedom of movement to review new hairstyles from various angles.

Research shows that 55% of guys haven’t changed their hairstyle in over a year. This seems high to me. I haven’t changed my hairstyle since I was 17.

The mirror’s face-tracking technology was open-source, but developers at Unit9 built custom algorithms to sync and render the 3D hair on the user’s face in real-time via the Unity game engine.

The core of the Magic Mirror was a two-way mirror, a webcam, an HD screen, and a computer running Unity. The mirror’s brass frame was custom built. The bracket which housed the mirror’s camera was 3D printed.

At the end of their Magic Mirror experience, each user was given a card with a unique URL where pictures of their augmented hair and more info on Lynx products could be found.

From the site, users could save their pictures to their phone or share directly via WhatsApp, Facebook, Instagram, and Twitter.

DESIGNING THE STORE

72andSunny worked with Ink Associates to take the shop from concept to build-out.

Art Director Sandra’s take on the store design process. (NOTE — Sometimes budgets don’t include a retail designer.)

Mood boards informed design pillars.

Overheads became technical drawings and then blueprints.

Sketches became a real, actual store.

A limited-edition fragrance — “OUD WOOD & DARK VANILLA” — was created in a custom bottle and available only at the Dublin location.

The shower products were in a “shower” with a 4D soundscape of water coming from the showerhead. This was very exciting for people.

BARBER STATION

If guys were inspired by what they saw in the Magic Mirror, a barber was always on hand to give advice or a trim.

The shop partnered with local hairstylists and was also an opportunity to educate them about the product.

A GROOMING PLAYGROUND

The store was divided into sections of featured products. Each section showcased one category and a related product experience.

Around the store, there was analog and digital info on how to get the 6 Magic Mirror featured looks.

PROTOTYPING THE HANDS

MAKING THE SHOWER CONE

CASE STUDY FILMS

LAUNCH & INFLUENCER EVENTS

Axe partnered with local influencers and invited them to co-host events at the shop. The events ranged from music gigs to book signings and workshops, all themed around “Find Your Magic.”

PRESS

AR Mirror Invites Passersby To Try Out New Hairstyles

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Lynx gives Dubliners the tools to find their magic with interactive pop-up store