Золотое Яблоко х LA ROCHE POSAY х Vichy: "Бьюти-лаборатория" - виртуальный конструктор бьюти-средств

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 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. Accumulated coins were redeemable for discount codes, bonus points, and game boosters. 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.