Charlotte Tilbury conducts VR-based campaign
British makeup artist Charlotte Tilbury has begun an international campaign to promote the release of her first perfume, called Scent of a Dream. The campaign makes use of a virtual reality video featuring supermodel Kate Moss. The campaign was developed by London-based content creation firm Happy Finish in association with film director Antoine Wagner. The space-themed video can be viewed on Samsung Gear or Google Cardboard VR headsets. Mobile and desktop versions of the video have also been posted to Facebook, YouTube and CT.com.
The campaign also includes an in-store component hosted by participating retail locations. These stores will offer Scent of a Dream VR installations at which consumers can view the video. The Holt Renfrew location in downtown Toronto will host one such installation from Sept. 22 to Oct. 1. The overall launch campaign also includes Snapchat materials, Facebook advertising and web-based page-takeover ads.
"We're incredibly proud to have worked alongside Charlotte Tilbury on a world first," said Daniel Cheetham, chief interactive officer at Happy Finish. "A 360-degree VR experience starring the world's most iconic supermodel, Kate Moss. Charlotte Tilbury isn't afraid to be pioneering and as a brand it is fast becoming one of the most technologically engaged in the fashion and beauty sector, daring to venture into a brave new world of content by being one of the first to use VR to communicate the brand message. It's a bold move by an aspirational brand that's bravely embarking on a new direction by leveraging a new medium."