Campaigns Editor's pick film

ASOS launches influencer video series exploring identity through beauty


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

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.

Campaigns Editor's pick Retail technology

Ikea promotes AR app launch with YouTube game series

Ikea Matchers Keepers
Ikea Matchers Keepers

Ikea is promoting the launch of its Place AR app on Android with “Matchers Keepers”, a YouTube mini series where real life couples or housemates pair up to see how well their tastes align.

The idea is to diffuse any potential arguments that typically arise during Ikea store visits with a fun and interactive game, encouraging people to reach consensus on their furniture and decorating choices. The initiative thus uses the Ikea Place app, which first launched for iOS in September 2017, and uses augmented reality to enable users to “see” what the furniture looks like in place in real life.

Hosted by lifestyle blogger Caroline Solomon, each short episode promoting the Android launch focuses on one duo who go through a series of challenges using a piece of furniture – such as a couch or lamp – and the app to complete them.

One challenge, for instance, sees two housemates individually place the couch virtually in a room, to challenge whether they agree on its placement. If their placements match, they can take the real item home.

“When we first launched Ikea Place, we gave our customers the opportunity to ‘try before you buy’ for the first time since Ikea was established,” said Michael Valdsgaard, leader digital transformation at Inter Ikea Systems. “Customers truly appreciate that and we are now helping them to create a better life at home using our AR technology. Today’s release is about bringing the ease of Ikea Place to over 100m Android devices.”

The Android launch also announces an added feature – working with computer vision startup GrokStyle, the app now allows users to photograph a piece of furniture and receive a suggestion of a similar Ikea item, with a link to buy it.

Earlier this year, Ikea CEO Jesper Brodin spoke at the World Economic Forum about how major shifts in technology, such as the development of artificial intelligence and digital realities, has been the catalyst for the retailer to begin creating connected experiences for their customers.