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data Editor's pick product technology

O Boticário pioneers the launch of AI-developed fragrances

Brazil’s O Boticário cosmetics brand is launching two new fragrances specifically for millennials that have been developed through artificial intelligence.

Created in partnership with IBM, they are the result of a data-driven study by Symrise, a major producer of flavors and fragrances, that collected 1.7 million fragrance formulas – including scents sold to Coty and Estée Lauder.

This was combined with fragrance sales information, customers’ location and their age, human usage patterns and responses, to enable IBM to develop the scent AI tool called Philyra.

Philyra uses machine learning to create fragrance combinations that will match specific demographics. For Brazilian millennials, for instance, it suggests notes of fruits, flowers, wood, spices, and even caramel, cucumber, and condensed milk.

It’s not all algorithm however. The human element still exists on top with both perfumes ultimately tweaked by a master perfumer at Symrise to emphasize a particular note and improve how it lasted on the skin.

O Boticário is also known for being a brand that champions diversity and inclusion in their ads, so both AI-generated perfumes will be sold as genderless. “Fragrances are fragrances, and men and women should use whatever they prefer. We want to make our fragrance development process less bias,” said O Boticário’s marketing director, Alexandre Souza, to Exame’s publication.

Symrise’s perfumer working on fragrances created by IBM’s Philyra.

Now, Symrise plans to distribute this technology not only to master perfumers but also to its Perfumery School to help train students. Beyond developing fragrances, IBM believes the technology can aid in other uses, like flavors, cosmetics adhesives, lubricants, and construction materials, as reported by Engadget.

The two O Boticário fragrances will hit the market on Monday, May 27.

How are you thinking about product innovation? We’re all about finding you the perfect partners to do so. The Current Global is a consultancy transforming how fashion, beauty and consumer retail brands intersect with technology. We deliver innovative integrations and experiences, powered by a network of top technologies and startups. Get in touch to learn more.

Categories
business Campaigns digital snippets product Retail sustainability technology

ICYMI: Tom Ford for CFDA, Neiman Marcus megastore, Louis Vuitton pulls Michael Jackson pieces

A round-up of everything you might have missed in relevant fashion, retail and tech industry news over the past week.

TOP STORIES
  • Tom Ford tapped to head CFDA [WWD]
  • Neiman Marcus blends retail and tech at Hudson Yards megastore [TheCurrentDaily]
  • Louis Vuitton pulls Michael Jackson-themed items from collection [Reuters]
  • Burberry wants to go plastic-free by 2025 [WWD]
TECHNOLOGY
  • Lush demos visual search app and fresh ‘digital packaging’ at SXSW [Retail Dive]
  • Google lets YouTube creators add AR selfies to Stories [Mobile Marketer]
  • Google rolls out smart targeting for in-game ads [Mobile Marketer]
SUSTAINABILITY & PURPOSE
  • United Nations launches Alliance for Sustainable Fashion in Nairobi [Fashion Network]
  • How big retailers are selling sustainability [BoF]
  • Ikea turns recycled furniture into adorable homes for wildlife [Fast Company]
  • Stella McCartney, Christopher Raeburn among winners of inaugural CO10 Sustainability Award [WWD]
  • Primark launches its first range of 100% sustainable cotton jeans [The Industry]
RETAIL & E-COMMERCE
  • Rent the Runway and West Elm launch data-informed home rental collection [TheCurrentDaily]
  • Philadelphia just banned cashless stores. Will other cities follow? [Vox]
  • American Eagle targets Gen Z with sneaker resale pop-up [TheCurrentDaily]
  • Inspiration: Balenciaga’s new Sloane Street “warehouse” [The Industry]
PRODUCT
  • Hermès to launch beauty range in 2020 [Fashion Network]
  • CBD fragrance is here — and it can be absorbed through the skin [WWD]
  • Fashion brands are making stylish clothes for dogs, and millennials are spending plenty of money on them [Fashionista]
  • Supergoop unveils SPF eye shadow [WWD]
BUSINESS
  • Adidas Q4 net profit jumps 29% [WWD]
  • Shoes of Prey goes into voluntary administration [Fashion Network]
  • Furla’s turnover exceeds 500 million euros [Fashion United]
  • Zalando to end private business zLabels [Retail Gazette]
  • JD Sports to buy smaller rival Footasylum [BoF]
  • Prada shares tumble as China slowdown hits profits [BoF]
  • Here’s how the trade war could lead to a boom in counterfeit goods [CNBC]
MARKETING & SOCIAL MEDIA
  • The beauty of a billboard in the age of Instagram [The Fashion Law]
  • Will success spoil Diet Prada? [BoF]
  • Increasingly experimental Sephora introduces credit card program [WWD]
  • Benefit Cosmetics launches first voice-led campaign in the UK [Internet Retailing]
CULTURE
  • Evolution of man: the rise and rise of the male wellness sector [The Guardian]
  • Sephora ends beauty deal with vlogger after college admissions scandal [AdAge]
  • Exploring the politics of beauty in the world of VR and gaming [Dazed]
  • Why urban millennials love Uniqlo [The Atlantic]
  • Why do blunders like the Gucci blackface debacle still happen? [Quartz]
  • ‘Project Runway’s return to Bravo was diverse, relevant and touching [Fashionista]

How are you thinking about innovation? We’re all about finding you the perfect partners to do so. The Current Global is a consultancy transforming how fashion, beauty and consumer retail brands intersect with technology. We deliver innovative integrations and experiences, powered by a network of top technologies and startups. Get in touch to learn more. 

Categories
Campaigns product social media

Abercrombie & Fitch redefines fierce with inclusive fragrance campaign

Abercrombie & Fitch is relaunching its iconic Fierce men’s fragrance with an inclusive new campaign featuring a diverse cast of 20 millennials. Called “Face Your Fierce”, the campaign features men and women sharing their personal stories on how they overcame diversity and what it means to be fierce in their own unique ways.

The new campaign is part of the brand’s transformation as it seeks to reconnect with its target audience of young consumers. It aims to show that strength can be found in compassion, vulnerability and humility, which are all qualities the chosen cast represents.

“We are proud to introduce the redefined Fierce for our customers, and inspire them to see and share how they too embody Fierceness,” says Kristin Scott, president, global brands at Abercrombie & Fitch Co. “This iconic fragrance, which has been and will always be an integral part of the Abercrombie & Fitch brand, is ready to make a new and unforgettable impression.”

Featured in the campaign are Manchester United striker Romelu Lukaku, actress Brianna Hildebrand, LGBTQ+ activist and actor Keiynan Londsdale alongside a host of other inspirational characters. This also includes a group of surfers from Malibu who worked as volunteer firefighters during the recent California wildfires. To support their brave efforts, the brand is giving a charitable donation in support of California wildfire prevention, education and relief.

The campaign will be rolled out online and in-store today through print and video, while a social media element will allow brand fans to share their own fierce stories.

How are you thinking about marketing? We’re all about finding you the perfect partners to do so. The Current Global is a consultancy transforming how fashion, beauty and consumer retail brands intersect with technology. We deliver innovative integrations and experiences, powered by a network of top technologies and startups. Get in touch to learn more.

Categories
business data digital snippets e-commerce product social media technology

What you missed: Store of the future, Edward Enninful to Vogue, Walmart acquiring Bonobos

Edward Enninful is joining British Vogue as editor in chief - what you missed store of future
Edward Enninful is joining British Vogue as editor in chief

A round-up of everything you might have missed in relevant fashion business, digital comms and tech industry news.


TOP STORIES
  • A fantastical new world of high-tech, high-concept stores is here [Quartz]
  • Enabling the ‘offline cookie’ – why Farfetch’s store of the future is all about data [Forbes]
  • 6 fashion insiders on the British Vogue EIC news [Man Repeller]
  • Walmart is in advanced talks to acquire online men’s retailer Bonobos [Recode]
  • A new generation of even faster fashion is leaving H&M and Zara in the dust [Quartz]

BUSINESS
  • With Brexit now triggered, UK’s modern luxury CEOs discuss the early impact [LeanLuxe]
  • Burberry licenses fragrances and cosmetics business to Coty [Reuters]
  • Ralph Lauren closing Fifth Avenue Polo store, cutting staff [WWD]
  • Jenna Lyons out at J.Crew after 26 years [NY Post]
  • Luxury-goods companies are belatedly trying to go digital [The Economist]
  • Prada’s turnaround plan: fewer stores, more e-commerce [Glossy]
  • ‘See now, buy now’ is a publicity stunt, not real process innovation [BoF]

SOCIAL MEDIA
  • Snapchat vs. Instagram: Which Stories format is winning? [AdAge]
  • Snap-to-shop ads hope to drive retail sales [MediaPost]

MARKETING
  • Dear brands, quit trying to be my best friend [Racked]

RETAIL & E-COMMERCE
  • The whole ‘malls are dying’ thing is getting old, say mall CEOs [Bloomberg]
  • Macy’s CEO on the future of department stores [The Robin Report]
  • Alibaba’s new retail integrates e-commerce, stores, & logistics: is this the next gen of retail? [Forbes]
  • ModCloth, True & Co. point the way to e-commerce’s future [SF Chronicle]
  • How Mon Purse makes $2 million worth of customisable handbags a month [Glossy]

TECHNOLOGY
  • Artificial intelligence in retail: A smashing tool of omnichannel [Medium]
  • Adidas is kicking off the era of 3D-printed sneaker production with the Futurecraft 4D [Quartz]
  • What RFID technology means for retail [Glossy]
  • London to stage world’s first “smart street” [The Industry]
  • Why drone delivery still has a long way to go before it takes off [Retail Dive]
  • Inside Stitch Fix’s experiment to design clothing with an algorithm [Glossy]
Categories
Editor's pick mobile technology

Prada steps into virtual reality with immersive fragrance campaign

Prada
PRADAxPRADA the interactive virtual reality experience

Prada Parfums has launched a virtual reality experience tied to its new La Femme and L’Homme fragrances, which takes users on a ‘choose-your-own adventure’ journey.

Available via an app called PRADAxPRADA, the interactive digital campaign explores the olfactory universe of the brand.

It was created with communication agency Mazarine Digital and innovation studio DVMobile, and centres on a 10-minute film directed by Mathias Chelebourg with four different chapters – Innerspace, Olfactory Chimera, Multiplicity and Alter Echoes. Each one leads to a cinematic reveal of the fragrances themselves at the end.

From the team: “Users experience a gradual opening of interconnected spaces, a shift from chiaroscuro to light and from monochromatic to kaleidoscopic, while reality, abstraction and surrealism are constantly merging. Surfaces reflect, elements levitate or rotate, checkerboard floors and ceilings invert, and volumes and scales morph into spectacular new realms. And only when users have travelled deep into the heart of the Prada world are the La Femme Prada and L’Homme Prada fragrances unveiled.”

The experience surfaces the ingredients of both fragrances, the bottles and packaging, as well as the stars of the accompanying still and film campaign from Steven Meisel, including Mia Goth, Mia Wasikowska, Dane DeHaan and Ansel Elgort.

The content can be viewed using a VR headset or just through the mobile device itself. The app is available on the brand’s website as well as via the Oculus, Apple and Google Play app stores.

Categories
Editor's pick film

Animated short from Dolce & Gabbana tells the tale of sourcing the perfect rose

Dolce Rosa Excelsa: A Fairytale
Dolce Rosa Excelsa: A Fairytale

Dolce & Gabbana is sharing the composition of its Dolce Rosa Excelsa fragrance through a short animated fairytale.

The 60-second clip sees the Queen of Sicily sending her two princess daughters off on a quest to source the perfect rose. One goes to South Africa where she discovers the African Dog Rose, the other to Turkey to find the Turkish Rose Absolute.

Both are then combined into the scent alongside top notes of lively neroli leaves and papaya flowers, dissipating into a floral bouquet of white water lily and white daffodil, and warm musky base notes of cashmeran and sandalwood.

The film closes on an image of the real Dolce Rosa Excelsa bottle.



This latest video follows a launch campaign for the fragrance earlier this year starring Academy Award winning actress Sophia Loren and two other Italian Oscar winners: director Giuseppe Tornatore and composer Ennio Morricone.

It tells the tale of a mother and her five sons returning to and restoring their ancient family home in Sicily. The town joins to celebrate its return to its former glory, whereupon a freshly picked rose symbolises the fragrance to follow.


Categories
film technology

Jean Paul Gaultier releases new 360-degree virtual fragrance experience

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.

Categories
business data digital snippets Editor's pick film product social media Startups technology

What you missed: Fashion-tech education, Burberry’s see-now buy-now plans, Dior bags on WeChat

Burberry see-now buy-now fashion
Burberry’s first see-now buy-now campaign

One of the most interesting things about taking a decent summer break, and particularly one in August, is observing what happens during that time. Traditionally still the month that most of Europe closes down, it is also the time just before fashion weeks begin again and therefore the perfect opportunity for quiet on the news front full stop. We’ve certainly noticed that with regards to digital campaigns or tech stories over the past six years that Fashion & Mash has been running. And yet, not so much this year…

August 2016 proved busier than ever in terms of news in this space, ranging from Burberry’s new see-now buy-now campaign to Kate Spade’s wearables launch, Dior’s WeChat moves and various new high-tech store openings. What that does of course is continue to prove the relevancy of this world to the industry’s growth and success.

Read on for a full breakdown of what you might have missed…

PS. We’ve rebranded our regular “Digital Snippets” series to this “What you missed” feature in a bid to bring you a broader range of relevant stories, as well as a breakdown by category to make your consumption that much easier. Note: this version includes a month’s worth of links – normal weekly service will now resume. 

PPS. A new must-read site/newsletter in this space is LeanLuxe – edited by Paul Munford, and providing “stories, analysis, and opinion on the world of modern luxury business”.


TOP STORIES
  • Fashion needs a more robust approach to technology education [BoF]
  • Burberry reveals campaign it hopes will woo shoppers to first ‘straight-to-consumer’ collection [The Drum]
  • Dior in first with luxury WeChat handbags [China Daily]
  • Consumers prefer see now, buy now, wear now model, says Verdict [The Industry]

BUSINESS
  • Luxury armageddon: Even Chanel takes a hit as sales and profits plunge [Trendwalk]
  • Gucci among world’s hottest fashion brands, while Prada cools [BoF]
  • Prada sales slide as weak demand weighs on luxury-goods maker [Bloomberg]
  • Macy’s to shutter 100 stores as online players pressure brick-and-mortar [WWD]
  • How Demna Gvasalia is revolutionising Balenciaga from the inside out [Vogue]

SOCIAL MEDIA
  • Burberry sponsors Snapchat Lens for My Burberry Black launch [The Industry]
  • For Kit and Ace, Snapchat doubles as a TV channel and customer service assistant [Digiday]
  • Nike and others dive into Instagram Stories: why marketers already like it better than Snapchat [AdAge]
  • While some retailers ignore Snapchat, others are killing it with lens and geofilter ads [AdWeek]
  • Snapchat found a way to bring its ads to the real world [QZ]
  • Burberry becomes first luxury brand to personalise on Pinterest [Marketing Week]
  • Grindr officially gets into the menswear game [Fashionista]
  • Chatbots are thriving on the Kik chat app [Business Insider]

RETAIL
  • Westfield’s new World Trade Center mall puts in-store tech centre stage [Glossy]
  • Sephora’s Chicago store has new, high-tech look [Chicago Tribune]
  • After digital spree, retailers spending on stores again [WWD]
  • Malls aren’t dying. They’re changing [Racked]
  • Retailers look to high tech to engage visitors to their store [Journal Sentinel]
  • London is getting the first YouTube store, where online video stars can sell merchandise to the public [PSFK]
  • Retailers like J Crew are obsessed with data. (And it’s killing your shopping experience.) [LeanLuxe]
  • Neiman Marcus launches high-tech sunglass try-on mirror [WWD]

ADVERTISING
  • Watch Spike Jonze’s electrifying short film for Kenzo [Dazed]
  • Kate Hudson makes her new Fabletics spot ‘feel like you’re scrolling through her Instagram feed’ [AdWeek]
  • Cotton Inc.’s interactive video ad lets viewers determine how a day plays out [AdWeek]
  • L’Oreal celebrates diversity and targets men with new ‘Truly Yours’ positioning [The Drum]

TECHNOLOGY
  • Fashion’s fourth industrial revolution [BoF]
  • Kate Spade’s new wearable tech collection is fun and full of personality [Wareable]
  • Wearable technology: Amazon’s next big step? [Trendwalk]
  • Adidas ups athleisure-technology ante with Atlanta Speedfactory announcement [Trendwalk]
  • What 3D printing means for fashion [BoF]
  • Why STEM subjects and fashion design go hand in hand [The Conversation]
  • Athleta goes beyond wicking with new technical fabric [Glossy]
  • Cotton Inc. bonds with Nanotex on Dry Inside technology [WWD]
  • The MIT lab that’s quietly pioneering fashion for everyone [Co.Design]

START-UPS
  • Ignored by LVMH, Richemont, and Kering, modern luxury upstarts gain traction with Silicon Valley [LeanLuxe]
  • Eureka! John Lewis’ TrueStart deal to boost brave new tech world [Trendwalk]
  • This New York-based start-up accelerator is supporting the next generation of retail disruptors [Fashionista]
  • Topshop throws its weight behind wearables [Co.Design]
  • Start-ups in Target’s Techstars accelerator race to finish line [Star Tribune]
Categories
Editor's pick film

Chanel nails storytelling with epic Baz Luhrmann and Gisele No.5 fragrance campaign

This post first appeared on WGSN.com/blogs

chanel

Big budget fragrance campaigns aren’t of course a new phenomenon, but they do continue to be the strongest examples of the fashion industry pushing storytelling.

From Dior to Calvin Klein, there are numerous iconic tales from over the years that are easy to recall, and equally associated with the perfumes they’re promoting. But it’s perhaps Chanel No.5 that’s managed to be the most memorable of them all.

Placing Brad Pitt to one side, Baz Luhrmann’s Moulin Rouge-inspired spot starring Nicole Kidman is a particularly strong example of narrative. But that was, would you believe, now 10 years ago.

Enter then, Gisele Bündchen as the latest Chanel muse in a new campaign for the brand once again directed and produced by Luhrmann.

The One That I Want, as it’s called, sees the Brazilian supermodel captured on Long Island, New York in an incredibly cinematic series of frames that somewhat reference The Great Gatsby (Luhrmann’s adaptation of which was released in 2013).

This is no 1920s setup however, but a modern take on a woman who has a job, a relationship and a child. Accordingly, it’s about how she balances those responsibilities. Luhrmann said it was actually very reflective of Gisele herself. “This woman has a child, a real job and then she has this relationship. Gisele is the Chanel woman now.”

Set to a slow cover of Grease classic The One That I Want by Lo-Fang, the three-minute film opens with Gisele surfing in front of her Hamptons beach house. Actor Michiel Huisman, who is known for his role as Daario Naharis in HBO series Game of Thrones, solemnly watches on in a scenario that makes the viewer assume there’s been an argument between the two lovers.

He seems to catch her attention before leaving her a note in the house and disappearing off in his chauffeur-driven car (noticeable touches of luxury flow throughout). Gisele continues with her day, from spending time with her child as she gets ready, to heading into the city for a photo shoot, before she finally reads the note her partner left for her. Tears welling up in her eyes, she hurries to meet him and make-up, in the venue where Lo-Fang is performing.

As Luhrmann tells Vanity Fair: “Having it all does not come easily. That’s the film—it isn’t all just pretty smiles and flowers. I wanted there to be, they are having an argument, it’s not going well. I hope you get it from the trailer that there’s a relationship and it’s shaky.”

The emotion box is certainly ticked. It’s a heartfelt tale that makes you believe in the woman behind it. Luhrmann describes it as a trailer for a movie that never got made. Arguably, and as with Kidman back in 2004, it suggests at one that could be, which quite honestly is what every ad should feel like.

Bonus info: if you didn’t spot it, Chanel launched its Instagram account this week in celebration of the launch of its new No.5 film too. Check it out via @chanelofficial with the 1.8 million other followers already signed up.

chanel_gisele

Categories
Editor's pick social media

Marc Jacobs launches digital-themed fragrance pop-ups in London

Daisy Dream Capsule

Marc Jacobs is sparing no effort to promote its fragrances in London at present. The all-new Daisy Dream scent has been supported by both an online competition and an offline interactive Dream Room, while the Daisy fragrance theme at large will play host to a pop-up Tweet Shop in Covent Garden later this week.

The online Daisy Dream Capsule works like this: users can choose four images out of a selection on the dedicated website. These are then added into a square frame that carries the hashtag #MJDaisyDream. The resulting collage, which slightly resembles a polaroid, represents the ‘dream capsule’. After entering one’s country, name and email, the capsule can be submitted and shared on Facebook, Twitter, Pinterest or Tumblr.

An intermediary step involves the opportunity to opt in to a competition, of which the grand prize is a three-day trip to New York City that includes a £500 shopping spree.

The Dream Room (as below) that was open in London’s Westfield until July 30 with the help of Fuse Sport & Entertainment and ClinkClink, served as an offline extension of the Dream Capsule website. Set in the atrium of the shopping centre, it was designed to fully immerse consumers into the ‘Dream’. Shoppers were able to upload their Dream Capsule directly from the space via iPads and were offered souvenirs of the experience in the form of cloud-shaped cookies and photos.

MJ Dream Room

The second campaign, a pop-up Tweet Shop, will open its doors in London for the first time on Friday August 15 until Sunday August 17, at 4 East Piazza, Covent Garden. As per the teaser below, shoppers will be able to purchase items with social currency by using the hashtag #MJDaisyChain – no card or cash accepted. The more creative effort they put into their post – from a simple text through to an image, or even a Vine video – will lead to greater prizes, including the chance to win a Marc Jacobs handbag each day.

The space will also feature Daisy-themed artwork by Langley Fox, a Marc Jacobs nail bar, as well as a live Daisy photo booth and Vine booth.

This is not a new concept for Marc Jacobs; the brand opened a Tweet Shop in New York back in February to mark New York Fashion Week. Like the London version (already), this launch was preceded by an enormous amount of press coverage and hype ahead of opening.

The premise in reality, is actually a very simple and effective way to build social engagement while simultaneously ensuring a following around a pop-up physical space. In fact the locations in which both campaigns have been executed were well thought-out. Westfield and Covent Garden not only enjoy exceptionally high footfall, but are prime areas for tourists – the latter especially is becoming increasingly known as a go-to destination for beauty retail, following the launch of dedicated boutiques from the likes of Burberry and Chanel.