Nivea Men and Google Lens have teamed up to offer limited digitally retrievable experiences for 1,000 pieces of the Active Energy Wake-Up Instant Effect Gel.
According to Nivea, consumers can scan the product packaging with Google Lens and activate application tips, extensive product information and an interactive encounter with actor Edin Hasanović.
Martin Böhm, chief digital officer at Beiersdorf said: "This innovation enables us to strengthen the connection to our consumers in a new and unique way. With the interactive Google Lens technology, we can offer a customizable, multi-faceted brand experience directly on the product and at the point of sale. We are convinced that this technology and the way we use it as a brand can revolutionize the shopping experience."
"One of the weaknesses of offline shopping is the lack of product information. Shoppers stand in the store and want to know: What is the story behind the ingredients? Which cream is right for my skin? Information they can now obtain by looking at a product," said Achim Rietze, strategy lead, Google Zoo. "We are excited to help Nivea Men turn their products into an interactive experience. The use of Google Lens opens up completely new possibilities for retailers - thanks to computer vision technology and AI."