French maker and retailer of skincare, body care and fragrance, L’OCCITANE has launched a free iPhone and iPad game app meant to be a fun-filled experience for the user and a branding boost for the company.

The game, SOAP SMASH, is a smashing brick-style game where users have to smash soaps in a tub to clear the screen and progress to the next level.

The soaps are designed to emulate the brand’s iconic L’Occitane Bonne Mere soaps, which will be available in various formulations (including a Body Wash, Hand Wash and Lotion in Milk and Honey) starting in August 2012.

The game offers hidden bonuses on each level, which will help gain users more points and progress faster. It can be played in One-Player or Two-Player mode and users can invite their friends to compete against them to see who can clear the L’Occitane Bonne Mere soaps the fastest. It also encourages social sharing on Facebook accounts through the Apple Game Center.

Do you think it’s worth it for brands to deliver such experiences to existing or potential customers? Is this kind of gamification something your company is looking into? What is the benefit? How do you measure it? I want to know!