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Smashbox and Look partner on “blipp-to-buy” virtual shopping wall

Smashbox Cosmetics is set to host a virtual shopping wall at a high street catwalk show hosted by the UK’s Look magazine on October 6.

Enabled through a partnership with image recognition and augmented reality platform Blippar, the initiative will allow consumers to purchase products from the make-up brand directly through their mobile phones while at The Look Show event.

They will also be able to do so through the magazine thereafter, where pages showcasing the key make-up looks and products from the show will likewise be enhanced with shoppable augmented reality.

Stephen Shaw, opportunities director for Blippar, said: “From our initial creative briefings with Look it was clear they understood the tangible levels of engagement and interaction that Blippar could deliver for Smashbox Cosmetics. But just as important was that they realised the power of creating a stunning event and entertaining brand content that would compel their celebrity guests and readers to blipp-to-buy direct from the Smashbox Cosmetics virtual shopping wall and the post-show Look magazine special.”

Virtual shopping walls are a relatively new trend – inspired in the main by the Tesco Homplus subway initiative in South Korea last summer. Two further noteable examples include the Net-a-Porter Window Shop powered by Aurasma for Fashion’s Night Out in 2011, and the Glamour US beauty shopping wall in New York in February.

The Smashbox partnership with Look magazine comes as the LA-based cosmetics company aims to expands its UK presence. There will also be print and online display ads, social media, and homepage takeovers.


Glamour mag offers virtual shopping wall for beauty products in NY

US Glamour magazine has set up a virtual beauty shopping wall in New York that lets users scan 2-D barcodes on their phones and have products sent directly to their homes.

It was inspired by the Tesco Homplus subway initiative in South Korea last summer. “We thought ‘how can we bring that here?’ We’re not about supermarkets, but we are about beauty products,” Bill Wackermann, exec VP-publishing director at the magazine told Advertising Age.

The wall features products from brands such as John Frieda, Elizabeth Arden, Clearasil and Versace, many of whom are longstanding advertising partners with Glamour.

It is based opposite the Standard Hotel in Manhattan’s Meatpacking District, and will be on display until Tuesday, February 21.