Chanel eyes millennials
Millennials are currently the most spoiled consumers, as marketing strategies in various industries aim to win them over. Chanel Thailand has gone as far as opening the Coco Game Center, right in the heart of Bangkok, to attract the tech-savvy Gen Y, whose pastimes include online shopping, watching YouTube beauty tutorials and playing digital games. Born between 1981 and 1996 (as defined by the Pew Research Center), millennial women are now 22-37 years of age in 2018. This year also celebrates the centenary of the Chanel couture house on 31 Rue Cambon, Paris, where Gabrielle “Coco” Chanel revolutionised womenswear. The Coco Game Center introduces millennials to the long-established fashion brand and its more accessible beauty products through a fun and lively experience. Online registration is required for a one-hour session at the pop-up amusement arcade located on the first floor of Erawan Bangkok, where it will remain until July 30. The game centre embodies the playful spirit of Rouge Coco Lip Blush that can be applied on cheeks and lips, without any rules. Six game stations relate to this new two-in-one product available in six shades. A selection of other make-up, skincare products and fragrances targeted at Gen Y are also a part of the games. The Bubble Game challenges players to snatch skincare samples such as Hydra Beauty out of a claw machine while the Chance Lounge identifies your fragrance of the day with the push of a button. Pick a lipstick from Coco Car’s glove compartment and sweep it on the lips before snapping a selfie and taking the digital beauty ride on a vehicle with Chanel lucky number 555 on its registration plate. Chanel’s beauty playground also features a make-up bar to check out the latest collection and shades. For the full experience, the game-centre guides will lead you through the arcade, while providing personalised consultations and beauty touch-ups.