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VR Fever Grips The Beauty Business - Hardware
Not too long ago we spoke about how trend is taking a dip into the ever immersive Virtual Reality know-how. For us, the achievement was marked with designer Manish Malhotra bringing India's first ever digital reality style present, but abroad they have taken a step greater. While likes of Elle journal have already completed a VR cover shoot for readers to watch on Google Cardboard, now it is the time for cosmetics brand Smashbox to take the Virtual Reality plunge.
Day by day we get to hear about a new brand getting on board with this rising tech, to immerse their clients of their distinctive story. When finished badly, it might probably look amateurish, however when done so properly - as in the case of Smashbox - can really increase the model's standing. Smashbox, a model acquired by one of the business leaders, Estee Lauder takes its next huge step to elevate its digital advertising. It's one of those uncommon beauty brands which doesn't do print advertising. In 2013, they began their "Love Me" campaign that invited fans to specific what "Love Me" meant to them on Facebook, which was then projected reside on a digital billboard over Hollywood Boulevard during the week of the Oscars.
So, a model with the history of profitable digital campaigns is here with a new Virtual Reality one and we're super excited to unleash it for you.
In a new 360-diploma Digital Reality video Smashbox invites users inside their Studios, the place, the place the brand was born. Numerous iconic photo shoots have taken place on this 25,000-sq.- makeup tutorial in Culver City, Los Angeles since 1990 and then published in main glossy magazines from Vanity Truthful to Rolling Stones. We are already accustomed to the behind the scenes (BTS) approach of showing a hidden life of a model, nonetheless, when the identical BTS method is adopted in VR, it turns into far more thrilling. With such a VR video, viewers really feel that they're physically present on the venue and it takes the engagement with the brand to a complete new degree. As Ginny Chien, executive director of worldwide digital and consumer marketing at Smashbox, says, it is their manner to indicate the audience that their "historical past is authentic as this studio brand"
This VR video tour begins with brand's international lead makeup artist, together with fashions exhibiting what their ultra-fashionable life is like every day. makeup tutorial switch viewers from one room of Smashbox Studios to another to take a glimpse at behind-the-scenes photograph sessions with fashions. Smashbox products are gently match within the video. So instead of outright promoting, they sort of use a instructing method to raise brand consciousness. As Ricardo Diaz, the creator of the video admits, "They want to get the historical past story out in a non-cheesy approach. It's greater than makeup - it is a photography studio."
The video is printed on YouTube and likewise cross-promoted on other social media channels like Twitter and Instagram. What is extra fascinating is their plan to send throughout Google Cardboard viewers to 400 influencers.
Looks as if Smashbox has taken the analysis, which says that 53% more doubtless buy from manufacturers using VR than from those who does not, pretty seriously. And in this case, there are excessive chances that their effort will repay with newer and youthful consumers.