L?Oréal Paris is adding a new mobile aspect to bring its print ads to life via QR codes.

The cosmetics and beauty company is including QR codes within print ads in the August issue of Allure magazine. When scanned by a mobile device, the QR code directs readers to a mobile-optimized landing page that is devoted to L?Oréal Paris?s Youth Code products.

?L?Oréal would use mobile bar codes or QR codes in print ads to encourage engagement with the brand and essentially bring the brand to life,? said Bobby Marhamat, founder of Hipscan, Menlo Park, CA.

?The top brands in beauty, home and the fashion industries are using QR codes to further influence a potential consumer to learn more about a product, answer initial questions and thoughts they may have and ultimately make the purchase decision easier,? he said.

?In the real world, if you see an ad on a L?Oréal product that includes a QR code that points to a video about a product or feature, you ultimately are piqued, educated and further engaged, all within a few moments.?

Mr. Marhamat is not affiliated with L?Oréal Paris. He commented based on his expertise on the subject.

L?Oréal Paris did not respond to press inquiries.

QR allure
The magazine ad displays a QR code that is placed within dotted lines that make the form of a phone. Copy above the code reads, ?See how LR2412 helps refine and perfect skin.?

When readers scan the QR code, they are directed to a landing site for L?Oréal called Youth Code- Skin Care to Prevent Signs of Aging.

The top of the page lets users scroll through images of women?s faces. Below that, users can check out various products, including Texture Perfector, Dark Spot Correcting & Illuminating Skincare and BB Cream Illuminator.

The bottom of the page displays an image of L?Oréal?s new youth code texture perfector, with a brief description of the product.

Consumers can click on the products to find out the price of the product, save the item and purchase it.

For example, if a consumer clicks on the Texture Perfector button, he or she can choose to save the product. Then a consumer can go to My Saved Items and purchase the product.

Additionally, consumers can watch videos of reviewers discussing the different products as well as skin care routines. Consumers can also share the products on social media outlets such as Facebook, Pinterest and Twitter.

Mobile beauty
L?Oréal has engaged in mobile initiatives in a variety of ways.

For example, the company launched a mobile site for its Redken products this past March (see story).

In February, L?Oréal updated its beauty site to be responsive across all devices, be it smartphones, tablets or PCs (see story).

Last year, L?Oréal also created a mobile application to help women choose the right hair color shade (see story).

?Mobile is important to brands like L?Oréal as consumers are specifically using mobile devices to search for and make brand decisions,? Mr. Marhamat said.

?A recent Hipscan study discovered that over 65 percent of users used a mobile device to search for information on a brand or product in order to make an instant purchasing decision,? he said.

?It is becoming increasingly important for brands to ensure that they are enabling consumers with the education they are looking for when searching on a mobile device.?

Final Take
Rebecca Borison is editorial assistant on Mobile Marketer, New York