Categories
Campaigns Editor's pick film

ASOS launches influencer video series exploring identity through beauty

ASOS
ASOS

ASOS has launched a YouTube mini series exploring gender and identity through the lens of beauty, hosted by its influencer network, known as Insiders.

The series aims to further promote diversity and self-exploration to its Gen Z audience, continuing the message first established when it launched the Face + Body category in September 2017.

The first video, which explores “gender, identity and performance”, begins with all five Insider hosts introducing the viewer to the “challenge” that one of the Insiders, in this instance Joel, has to complete.

As viewers find out, Joel is tasked to find his drag alter ego with the help of performer Dinah Lux. Meanwhile the remaining Insiders set out to explore what the topic means by interviewing peers that transform themselves into different characters through performance art.

The second instalment of the series, released yesterday (July 30), explores biodegradable glitter and body confidence and sees Insider Alice create a full body look using nothing but glitter.

Below each video, ASOS prompts viewers to further explore the topic and shop their Insiders’ looks through dedicated pages on ASOS.com.

Are you thinking innovatively enough in your brand messaging? We’re all about finding you the perfect partners to do so. TheCurrent 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
digital snippets e-commerce social media

Digital snippets: Nike, DVF, Michael Kors, Burt’s Bees, Free People, Chanel, Tory Burch

Here’s a rather hefty highlight of stories from around the web surrounding all things fashion and digital of late:

NikePlus_FuelbandSE

  • Nike’s new FuelBand and the age of social products [BoF]
  • Michael Kors runs #WatchHungerStop animated GIF campaign for World Food Day [Fashionista]
  • Burt’s Bees taps Vine in literary campaign to  promote its classic products [Brandchannel]
  • How Free People is using big data and social commerce for bigger sales [Forbes]
  • Chanel touts cosmetics line through insider beauty tip videos [Luxury Daily]
  • How Tory Burch builds passionate customers: insights on its digital journey [Shop.org]
  • Ralph Lauren showcases accessories in ‘The Dog Walk’ digital video [WWD]
  • Urban Outfitters preps for Holidays with mobile investments [AdAge]
  • P’trique of Sh*t Fashion Girls Say joins The Outnet in LinkedIn video campaign [Fashionologie]
  • Bobbi Brown uses interactive Blippar app to bring Katie Holmes to life [BeautyWorldNews]
  • How Coach uses Facebook, Twitter, Pinterest and Google+ [Econsultancy]
  • The major retailers most threatened by mobile showrooming, and how they’re fighting it [Business Insider]