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Campaigns product Retail technology

Nars launches immersive ‘playground’ pop-up in London

Nars Cosmetic celebrated the 20th birthday of its iconic “orgasm” products with an interactive pop-up experience in London this weekend meant to evoke female pleasure in a fun playground environment.

Dubbed ‘The O by Nars’, the pop-up featured five pink rooms, each of which tapped into a different sense – touch, smell, sound, taste and sight. The result connected to the idea of pleasure in a subtle and somewhat abstract manner.

The Taste Me Room, which contained candy floss and edible bubbles, and the Touch Me Room, which featured 120 latex spheres, were most directly linked to their relative sense, while other rooms were less so. The See Me Room, for instance, featured a merry-go-round, while the Smell Me Room hosted indoor swings and clouds. The Hear Me Room meanwhile contained a content orb.

Nars’ ‘See Me Room’ featured a merry-go round

The cosmetics brand also engaged technology to enable customers to capture and share their experiences via social media. When entering the experience, visitors were given an RFID (radio-frequency identification) key-card, which could be activated by touching a specific area. It then captured images and videos of participants, which were sent via email to users.

This is not the first time Nars has created an immersive pop-up experience. Previously, in September 2018, the make-up brand launched its House of Climax pop-up in New York, which supported the launch of a new mascara.

“We drew from our key learnings and successes surrounding the ‘House of Climax’,” Barbara Calcagni, president of Nars Cosmetics and Shiseido’s Makeup Center of Excellence told Glossy. “Among the most compelling learnings [was that] each guest was spending, on average, nearly 30 minutes within the experience, which was more than we had expected. Knowing our consumers’ appetites, we wanted to further expand and deepen the consumer journey.”

Like its previous pop-up experience, “The O by Nars” pop-up was ticketed, but free of charge. The focus was to immerse customers in the brand’s identity, rather than push product sales. On this occasion, the event also allowed customers to purchase a blush at the end.

How are you thinking about immersive experiences? Want to learn more about how we worked with Google? The Current Global is a consultancy transforming how fashion 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 hear more.

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Campaigns

Nars promotes new mascara with experiential pop-up

Nars Climax Mascara
Nars Climax mascara

Nars is launching a pop-up space in New York City to celebrate its new mascara, Climax, that takes guests through a peep show-inspired experience.

The pop-up, which is aptly named the “House of Climax”, consists of a series of rooms where visitors will be guided through sensorial moments, including live burlesque performances and interactive rooms. According to the brand, the House aims to represent a ‘world of mystique, intrigue and indulgence’.

While the new mascara will not be available for purchase at the venue, visitors will be gifted a sample on arrival. “This is less of a commercial endeavor and more about an opportunity to engage with our consumers in an environment outside of our stores and counters,”  Barbara Calcagni, president of Nars, told Glossy.

To further promote the event, the brand conducted multiple marketing activities, including hanging-up posters around the city and using the hashtag #NeverFakeIt.

Customers intereste in attending should either apply for a free ticket via a dedicated microsite or DM the brand on Instagram. According to Calcagni, the experience sold out within one week of ticket release, and the brand was expecting 2.000 people on the first night. 

Interactive pop-ups have long been a strategy deployed by fashion and beauty brands to engage with consumers. Recently, however, the concept of pop-ups not selling any product, but rather providing an experience, further emphasise shift in ROI for this kind of experience. Other recently examples include the Maybelline-sponsored room that opened at the new Color Factory in NYC, as well as the Converse One Star Hotel which opened in London earlier this year.

How are you thinking about innovation? We’re all about helping you build innovative integrations and experiences. TheCurrent is a consultancy transforming how fashion, beauty and consumer retail brands intersect with technology, powered by a network of top startups. Get in touch to learn more.

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data digital snippets e-commerce social media

Digital snippets: Macy’s, Levi’s, Fox & Fawn, Hermès, Nars, Nordstrom, Ferragamo

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

Levis_hack

  • Macy’s: marketers should defend data use but show restraint [AdAge]
  • Levi’s hacks vintage items to function as modern-day social media devices (as pictured) [PSFK]
  • Fox & Fawn proves key example of how innovative retailers are turning Instagram into an e-commerce platform [Fashionista]
  • Hermès made the smart if overdue move of creating a scarf-tying app called Silk Knots [The Cut]
  • Nars previewing Guy Bourdin collection on Snapchat [WWD]
  • Nordstrom: how to remain relevant in a tech savvy world [Forbes]
  • Salvatore Ferragamo looks to the web to lure young consumers [Reuters]
  • Fendi microsite increases brand awareness during Milan Fashion Week [Luxury Daily]
  • M&S to contact workers in Asia by mobile to check factory conditions [The Guardian]
  • Net-A-Porter bets on social commerce with new ‘Netbook’ iPad app [Econsultancy]
  • Pinterest announces first ad product: promoted pins [Mashable]
  • Olapic brings the persuasive power of user-generated imagery to e-commerce [BoF]
Categories
digital snippets film social media technology Uncategorized

Digital snippets: Alexander Wang, Warby Parker, Gucci, Nars, Ray Ban, J Crew + more

It’s been a little while since one of these round-up posts on other interesting fashion and digital stories sourced from around the web, so there’s far more than usual. Each of them is however, of course, as interesting and relevant as ever…

  • Alexander Wang teams up with Samsung for crowdsourced handbag (as above) [Mashable]
  • Google reportedly in talks with Warby Parker to design stylish Google Glass frames [Techcrunch]
  • Gucci ups mobile conversion 70% via optimised site [Luxury Daily]
  • Nars tests Pinterest’s selling potential [Mashable]
  • Ray Ban launches real-life ambermatic lens app installation [DigitalBuzzBlog]
  • This is personal: J Crew debuts an in-store styling app [Refinery29]
  • How John Lewis uses Pinterest, Facebook, Twitter and Google+ [Econsultancy]
  • Lizzy Caplan’s Viva Vena fashion film is one of the best satirical ads you’ll ever see [Slate]
  • The business of blogging: Garance Doré [BoF]
  • Shopping in the future: Glasses.com’s augmented reality fitting-room app [AllThingsD]
  • Will Apple’s plans for an iWatch herald a new era of wearable tech? [The Observer]
  • Farfetch fashion hub: meet the curator of curators [Wired]
  • Business Of Fashion gets $2.1m seed funding from Index, LVMH and more for its no-nonsense B2B fashion blog [Techcrunch]
  • How your tweets during fashion shows are driving sales [Fashionista]
  • Fashion buys into social tools [NY Times]
  • Online upstarts explore a new model for fashion media [BoF]
  • Why retailers are pinning hopes on Pinterest [Reuters]
  • 10 great uses of Vine during fashion week [The Cut]
Categories
data digital snippets e-commerce technology Uncategorized

Digital snippets: adidas, Nars, Hermès, Cole Haan, Wall Street Journal, F-commerce

Some more great stories from around the web surrounding all things fashion and digital over the past week:

  • adidas gives Facebook users personalised version of Ebenezer Snoop holiday campaign [PSFK]
  • Nars creates a digital journey into the world of Andy Warhol [L2 Think Tank]
  • Hermès launches on Tumblr and Pinterest [Hermès]
  • Tumblr unveils accessories spotlight section sponsored by Cole Haan [Mashable]
  • Wall Street Journal launches shoppable holiday gift guide [AdAge]
  • F-commerce ‘too soon’ for retailers, says Facebook’s retail director [Marketing Magazine]
  • The end of the smartphone era is coming thanks to computerised glasses [BusinessInsider]
  • EyeSee store mannequins gather intelligence on shoppers [Gizmag]
  • Ready to download your next pair of shoes? How 3D printing is turning bits into atoms [BusinessInsider]
  • Facebook aims for luxury brands with study into how the rich use social [Econsultancy]
Categories
digital snippets Uncategorized

Digital snippets: New Look, L’Oréal, Nars, Dior, Vente Privée



Some more great stories from around the web surrounding all things fashion and digital this week:

  • Behind the scenes of New Look’s 100 Days of Summer TV ad [New Look]
  • L’Oréal partners with Demand Media in exclusive curated ad deal [WWD]
  • Nars launches makeover tutorial microsite [Mashable]
  • Lady Dior multimedia exhibition hits Shanghai [Jing Daily]
  • Leading European flash sales site Vente Privée partnering with AmEx for US launch [TechCrunch]
  • You can now tag brand and product pages in Facebook photos [Mashable]
  • TheFind aiming to define e-commerce on the tablet with new catalogue iPad app [AllThingsD]