How L’Oréal created 6,000 personalised music experiences with Wubble
- Written by
- Anand Roy
- Published
- Reading time
- 4 min read
Introduction
What does a fragrance sound like? At Idôle House in Singapore’s VivoCity, visitors could find their own answer. Wubble and Lancôme, part of L’Oréal’s Luxe division, created an interactive experience that turned people’s responses to fragrance into personalised music.
Visitors sampled Lancôme scents, reflected on the feelings they evoked, and used Wubble’s AI-powered music platform to create a track inspired by that experience. Across the activation, Wubble created 6,000 unique music tracks, or “Idôle Moments”.
About L’Oréal and Lancôme
L’Oréal is a French beauty and cosmetics company with a focus on research, innovation, skincare, and makeup. For this activation, Wubble worked specifically with Lancôme, a member of the L’Oréal Luxe division known for its skincare, perfume, and makeup products.
The brief brought that beauty experience into a new medium: music shaped by each customer’s own memories, feelings, and sense of identity.
The challenge
L’Oréal challenged Wubble to deepen customers’ emotional connection to the brand through an immersive, multisensory, personalised retail experience.
The brief brought together content creation, smart consumer targeting, and AI-powered engagement. L’Oréal highlighted the importance of using previously acquired data to create personalised communications and encourage purchase action. It also prioritised conversational AI tools that could pick up on nuanced emotional context, build rapport, and help customers create music that felt personal to them.
At its heart, the challenge was to give visitors an active role in the experience, allowing them to express something about themselves as they explored the products.
The experience
Wubble created an interactive platform for Idôle House, a Lancôme pop-up at VivoCity in Singapore. The experience connected fragrance discovery with personal music creation.
- Explore a scent. Customers sampled different Lancôme fragrances.
- Reflect on the feeling. They considered their emotional response and the experiences the scent brought to mind.
- Create an Idôle Moment. Wubble generated a unique, customisable music track based on that response.
That process gave each customer a personal way to interact with the brand. Scent became a starting point for creative expression, with a soundtrack shaped by the individual experience.
The results
Wubble generated 6,000 personalised tracks reflecting consumers’ emotional responses to the Idôle House scents. Each track became an expression of identity within the retail experience.
| Outcome | Result |
|---|---|
| Unique AI-generated music tracks | 6,000 |
| Customer experience | Personalised music inspired by sampled Lancôme scents |
| Activation | Idôle House, VivoCity, Singapore |
The activation transformed a traditional retail interaction into a creative exchange between the customer and the brand, giving visitors a way to express themselves through music.
“creativity, technology and consumer connection… to make the brand experience more personal, more emotional, and more memorable.”
CDMO for the SAPMENA Region at L’Oréal Groupe
The impact
The experience encouraged active engagement and self-expression. By combining scent, emotion, and music, Wubble gave customers a way to reflect on their own identity while building an emotional connection with L’Oréal’s products.
The activation brought the brand’s “Because I’m worth it” message into a participatory experience, reflecting the values of inclusivity, confidence, and personal expression. In a crowded beauty market, it connected the brand with innovation and creativity through something visitors could make for themselves.
