![](data:image/svg+xml;utf-8,<svg xmlns="http://www.w3.org/2000/svg" viewBox="0 0 1920 1080"><rect width="100%" height="100%" fill="transparent"/></svg>)
![](data:image/svg+xml;utf-8,<svg xmlns="http://www.w3.org/2000/svg" viewBox="0 0 1170 747"><rect width="100%" height="100%" fill="transparent"/></svg>)
goal(s)
Testing and measuring the impact of gamification on Gen Z engagement to reshape their consumption habits.
the experience
An easy-to-play pinball game, launched on the Sephora Asia app to promote the new Cream Lip Stain, later adapted into a physical version for Sephora events. Players who achieve a high score receive a discount code usable in-store.
omnichannel touchpoints
![](data:image/svg+xml;utf-8,<svg xmlns="http://www.w3.org/2000/svg" viewBox="0 0 1080 1080"><rect width="100%" height="100%" fill="transparent"/></svg>)
![](data:image/svg+xml;utf-8,<svg xmlns="http://www.w3.org/2000/svg" viewBox="0 0 1401 1621"><rect width="100%" height="100%" fill="transparent"/></svg>)
![](data:image/svg+xml;utf-8,<svg xmlns="http://www.w3.org/2000/svg" viewBox="0 0 700 810"><rect width="100%" height="100%" fill="transparent"/></svg>)
![](data:image/svg+xml;utf-8,<svg xmlns="http://www.w3.org/2000/svg" viewBox="0 0 3200 1800"><rect width="100%" height="100%" fill="transparent"/></svg>)
A game available on Sephora’s mobile app
A game for everyone, accessible to all, deployed as a webview within the Sephora Southeast Asia app and integrated with the loyalty program.
![](data:image/svg+xml;utf-8,<svg xmlns="http://www.w3.org/2000/svg" viewBox="0 0 1080 1350"><rect width="100%" height="100%" fill="transparent"/></svg>)
![](data:image/svg+xml;utf-8,<svg xmlns="http://www.w3.org/2000/svg" viewBox="0 0 1400 1620"><rect width="100%" height="100%" fill="transparent"/></svg>)
Seamless Fun on Any Device
Play anytime, anywhere! The game is also accessible on mobile and desktop via a web browser for a seamless experience.
![](data:image/svg+xml;utf-8,<svg xmlns="http://www.w3.org/2000/svg" viewBox="0 0 3840 2160"><rect width="100%" height="100%" fill="transparent"/></svg>)
A physical pinball machine designed for events
We combined a digital screen with the classic mechanical buttons of a real pinball machine, blending retro and modern gameplay. This custom-built machine provides a fun and immersive way to discover the Cream Lip Stain universe. The physical pinball machine was showcased at events in France and Dubai, including the major Sephoria event in Paris.
![](data:image/svg+xml;utf-8,<svg xmlns="http://www.w3.org/2000/svg" viewBox="0 0 720 1280"><rect width="100%" height="100%" fill="transparent"/></svg>)
Personalized identity
We crafted a unique identity for this game, merging retro pinball aesthetics with Sephora’s Cream Lip Stain universe while preserving the classic pinball essence. The result is a playful yet stylish experience that embodies the brand’s bold and vibrant spirit.
Sephora /
2025 Short TV & digital content
Next
Project