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Clinique Skincare Incorporates QR Code into Magazine Ad

July 22nd, 2010 - Posted by Christy Correll

http://www.2dbarcodestrategy.com/2010/07/cosmetics-leader-uses-qr-code.html





Clinique is currently running a two-page advertisement featuring a QR code in the top fashion magazine Vogue. The text next to the QR code, which is prominently displayed next to the company logo at the end of the ad copy, instructs the consumer to, "Use your smart phone to scan this code or visit m.clinique.com/evenbetter for a special offer when you discover Even Better Clinical."

When this QR code is scanned, the smart phone user is taken to Clinique's mobile website offering a coupon for free shipping for online orders. The blog 2D Barcode Strategy points out, however, that this only actually happens if the user has the appropriate QR scanner app installed on their smart phone. I wonder if the company was right to assume that smart phone users are familiar enough with technology to know that they need an app to scan the QR code, or if Clinique was taking a shortcut by not explicitly explaining the QR code and how to use it within the ad space. And if the skincare company did indeed cut corners, will Clinique's shortcut slow consumer adaption and acceptance of 2D codes and related technology?

What do you think? Is this a step forward or backward for the widespread integration of the QR code in consumer consciousness?