L’Oréal Professionnel x Sephora: NYTSQ Takeover

"We harnessed geo targeted AR to transform a Times Square billboard into an immersive gateway, seamlessly bridging L’Oréal Professionnel’s Metal Detox launch with Sephora’s purchase path."

L’Oréal Professionnel unveiled its new Metal Detox product at Sephora during Beauty Insider Week and needed a breakthrough moment in Times Square. Buoy’s approach harnessed web-based geo-targeted AR to transform a billboard into an immersive view where every billboard on NYTSQ became a L'Oréal billboard, seamlessly linking to Sephora’s purchase pathway. By leveraging real-time environment tracking and advanced graphics, the experience adapted to each user’s surroundings, driving unprecedented participation. This dynamic activation reached over 1.01 million people, with 848K mid-tier/macro reach and 161.2K micro reach, proving that merging physical and digital worlds can amplify brand awareness, fuel direct sales, and redefine how consumers engage with beauty products.