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Jean Paul Gaultier releases new 360-degree virtual fragrance experience

Jean Paul Gaultier has released a second set of 360-degree videos to tie into its fragrance business, called #Bethedrop, which takes users inside the view of the scent itself.

Jean Paul Gaultier's 360-degree virtual #BetheDrop fragrance campaign
Jean Paul Gaultier’s 360-degree virtual #BetheDrop fragrance campaign

Jean Paul Gaultier has released a second set of 360-degree videos tied to its fragrance business. For the launch of Classique and Le Male Essence de Parfum, the brand is inviting fans to explore the perspective of being a single drop belonging to the scents, exploring them as though within the bottle itself.

#Bethedrop, as the campaign is called, takes the user on an immersive journey through different notes in the fragrances, from fresh wood in Le Male to spicy chantilly in Classique. They are able to control their perspective throughout both virtual films, rotating the view left and right as well as up and down. Each of them end on an outside perspective looking back at the bottle.

They are viewable on both the brand’s website as well as on its YouTube channel (as below). They also follow a previous campaign from the brand earlier this year called #BetheBottle, which provided a slightly racier view from the perspective of the bottle while models posed and cavorted alongside.

Other fragrance and beauty brands playing in the virtual reality space include Charlotte Tilbury, Benefit and Dior. Within fashion and retail it has spanned Tommy Hilfiger, Rebecca Minkoff, Topshop and JC Penney.

By Rachel Arthur

Rachel Arthur is Editor-in-Chief of Current Daily, the leading news source for fashion, retail and innovation, and the co-host of its weekly Innovators podcast. She otherwise serves as Co-Founder and Chief Innovation Officer of Current Global, a transformation consultancy driving growth within fashion luxury and retail. By background she is an award-winning business journalist and consultant, contributing to titles including Wired, Forbes and Business of Fashion.

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