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DKNY partners with Meitu for AR fragrance campaign

DKNY has partnered with Meitu-owned BeautyPlus to launch an augmented reality (AR) campaign to promote its fragrance launch to the APAC market.

Meitu's BeautyPlus
Meitu’s BeautyPlus

DKNY has partnered with Meitu-owned BeautyPlus to launch an augmented reality (AR) campaign to promote its fragrance launch to the APAC market.

The partnership will leverage BeautyPlus’s AR capabilities and offer an exclusive DKNY filter to promote the new DKNY Stories fragrance, allowing users to snap selfies with a NYC-themed aesthetic. Launching this week, the digital campaign will kick off in Singapore before moving on to other major APAC markets, with each localized campaign lasting two weeks.

The branded filter celebrates New York City, which the brand’s DNA is so closely linked to, with a Midtown landscape that includes the Empire State Building in pink hues. The AR element superimposes sunglasses on the user’s face, accompanied by the #NYMADEME hashtag.

“It was such an exciting opportunity for us to integrate DKNY’s brand image into an exclusive filter for our app,” said Kathy Park, general manager of business development at the Meitu Korea office. “Now is the time to move beyond traditional ad formats and focus on ‘retail-tainment’ strategies that allow brands to communicate with potential customers more interactively through unique and engaging content.”

DKNY x BeautyPlus
DKNY x BeautyPlus

Using the filter and hashtag also gives users the chance to win online giveaways, while offline the campaign will take shape as pop-ups and product sample giveaways.

China-based Meitu is the world’s largest mobile beauty platform, with its combined apps generating over six billion photos and videos every month by over 454m users worldwide. Under the Meitu umbrella, the BeautyPlus app enables users to edit their selfies with extensive retouching tools. Other Meitu-owned apps include MakeUpPlus, Airbrush and MeiPai, all of which provide tools for users to take and edit better selfies. In February last year, Meitu promoted its portfolio in the Western market with a pop-up at London’s Soho neighbourhood during fashion week.

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By Bia Bezamat

Bia Bezamat is a fashion journalist by trade and innovation expert with experience spanning fashion, retail, grocery and hospitality. Originally from Brazil, she is interested in how cultural, behavioral and technological shifts influence how consumers and brands interact with each other. As Senior Innovation Editor and Strategist at Current Global, she helps brands understand changing consumer behaviors and the evolving technology landscape.