Golden Apple X LA ROCHE POSAY X Vichy: "Beauty Lab" - Virtual Beauty Product Constructor

Objective

Zolotoe Yabloko, a Russian beauty retail platform, partnered with skincare brands La Roche-Posay and Vichy to increase customer engagement and loyalty through gamified interactive experiences. The campaign aimed to drive product awareness and repeat purchases by integrating branded entertainment directly into Zolotoe Yabloko's mobile app ecosystem.

Solution

The Beauty Laboratory was an interactive mini-game experience within the Zolotoe Yabloko mobile app, developed by REV GAMES, featuring two gameplay mechanics: a match-three puzzle game and a color-matching bottle-filling game. Players earned coins and unlocked treasure chests by completing daily challenges and answering beauty-related trivia questions. A code-word puzzle ('синтез' — synthesis) rewarded participants with loyalty points. The experience was guided by a mascot character, 'Pozi' (a smart drop): after a short quiz on skin type and skincare goals (hydration, barrier, sebum control, radiance), players picked up to three active ingredients (e.g. niacinamide, hyaluronic acid, salicylic acid) in a virtual mixer, with compatibility hints, triggering a 'formula synthesis' animation and a result matched to real La Roche-Posay and Vichy products, with a 'go to purchase' CTA into the catalog. Accumulated coins were redeemable for discount codes, bonus points, and game boosters, with extra rewards for repeat formulas or alternate goals. Results were shareable on social media, and players could restart with a new skincare goal. The campaign was available exclusively within the Zolotoe Yabloko app for iOS and Android platforms.

Results

The Beauty Laboratory campaign launched on October 25, 2025, and has concluded, with the official game page now displaying a closure message.