Smashbox Cosmetics takes the virtual reality plunge
[Philip Lelyveld comment: this photo shows the HypeVR rig, but there is no mention of it in the story.]
“A lot of beauty brands are adopting the behind-the-scenes approach, but it’s not as authentic as the place we come from,” she said. “We were literally born out of the studio.”
The 3 minute-long video highlights the studio, its technology and the brand’s products. It starts off with founder and photographer Davis Factor bursting into the entrance of the studio with Lori Taylor Davis, the brand’s global lead makeup artist.
Factor then takes a backseat as Davis leads the rest of the tour. She takes viewers on a quick round of the rooms that make up the studio, from the versatile “Bigbox” studio to the “Lightbox” studio, for shoots requiring ample natural light. The scene then shifts to three behind-the-scenes photo shoots, where Davis finishes applying some final touches for a few models before they strut into action. The video includes some of the brand’s bestselling products, including its Photo Finish foundation primer and its Studio Skin foundation.
The virtual tour is the next step in Smashbox’s attempt to elevate its digital marketing, said Chien. Unlike most beauty brands, Smashbox does not do print advertising....: Its 2013 Webby-winning “Love Me” campaign, for example, invited fans to express what “Love Me” meant to them on Facebook, which were then projected live on a digital billboard over Hollywood Boulevard during the week of the Oscars.
See the full story here: http://www.glossy.co/store-of-the-future/smashbox-cosmetics-takes-the-virtual-reality-plunge