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Philips and Isobar show off AR campaign at Cannes Lions

Tim Maytom

Healthcare and electronics brand Philips has partnered with digital agency Isobar to demonstrate a new 3D digital grooming service concept at this year's Cannes Lions Festival. The concept aims to show how Philips is leveraging cutting-edge software innovation to enhance the consumer experience and differentiate its brands.

The service uses AR and facial mapping to enabling people to 'virtually' try a range of trending beard styles in real time, with AI-enabled facial analysis creating personalised style advice as well as tips to help users execute and maintain their chosen look.

Visitors to the Dentsu Aegis Network beach house, where the concept is being demonstrated, can pick a style, 'try on' a beard and then learn how to recreate the look. An app-based service then creates a custom interactive grooming routine for each consumer, with tutorials and information for each style.

"At Philips, we believe there is always a way to make life better," said John Smith, business leader for male grooming at Philips. "We use technology to create innovative services that engage our customers and deliver truly personalised experiences. At this year's Cannes Lions Festival, we are showcasing our latest innovation to help men confidently manage their grooming routine, demonstrating how Philips is uniquely positioned to fuse deep consumer insights, creativity and data to provide a superior consumer experience."

The AR demonstration comes as Isobar celebrates winning the Grand Prix in Digital Craft at Cannes Lions, for its Aeronaut AR experience. The room-scale experience is a fully immersive and participatory VR experience, with a 2D video filmed within the VR experience.

"It is extremely humbling to be considered, much less to win the prestigious Cannes Lion Grand Prix," said David Liu, co-director of the experience. "We're grateful to be recognised for this innovative, adaptive and constantly-evolving music experience in VR, and hope that this will inspire many more spatial music experiences to follow."

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