Dior’s Instagram AR Virtual Makeup Experience
It is not surprising that cosmetic brands were among the first to really get behind augmented reality technology. This AR technology has provided a digital alternative that solves a problem that has plagued the industry for many years. By utilising AR, users can virtually try on different shades of various makeup products before making a purchase using an Instagram AR virtual make up experience. This approach has become the go to when creating AR experiences for cosmetics brands, to be fair it works.
However, Christian Dior took a rather different approach with this creative Instagram AR virtual makeup experience. The AR filter they created for Instagram using Facebook’s Spark AR, was less sales focused despite still promoting their holiday collection. It was more about harnessing AR to augment reality one step further, to create something fun, engaging and shareable. A level up from the virtual try on AR filters that are typically created to drive sales.
Known as the 3Dior Makeup, this AR experience was designed by Peter Phillips, Dior’s Creative Director and by Ines Alpha who is a digital artist. When users run the AR filter, it positions a virtual face mask of sequins on to the user’s face. There is tap function that triggers an animation where the sequins float upwards with light ways illuminating the camera scene.
It’s quite a well-produced example and was certainly effective. If you want to check it out open the link on your mobile – Dior AR Instagram Camera Effect
The thing that really stands out with this Instagram AR virtual makeup experience is that unlink the others, there is no big push to sell product. It’s much more of a pull tactic they are deploying. And people tend to respond better to this pull approach, especially online when they are getting spammed out of it the whole time with ads to buy stuff. If you are looking to capture attention online, one of the most effective and proven methods it’s through producing useful, interesting and meaningful content that genuinely brings some value to the person who’s engaging with it. If you do a good job that person will want to engage with more of your content and sooner or later, they will convert into a customer. Or at least a brand advocate who will then tell another person who may then become your customer.
Dior clearly have the right approach when it comes to using AR, even their last Instagram AR camera effect that featured Dior sunglasses virtual try on also wasn’t sales based either, opting more for a brand centric sharing experience. Apparently, it has been reported that during Paris Fashion Week that AR Instagram camera effect got Dior 2.6 million impressions. So, they pretty much nailed that one.
The field is getting even more and more crowded when it comes to AR-capable platforms that can offer cosmetic brands virtual try on technology. Facebook isn’t just going on to join Snapchat and even now YouTube. Even online retailers are getting in on AR. Amazon is currently using L’Oreal’s ModiFace to add an AR offering and also Target has been using YouCam’s platforms to try and include something similar.
Despite all the different platforms and players in the market Spark AR for Facebook and Instagram has definitely opened AR up to everyone and at a much more cost-effective budget. Not to mention the distribution element is already there. Previously you had to create an app, probably host it, get people to download it, keep it on their phone. Unless you were creating any real value, it was an absolute nightmare. Whereas now that is just not the case, you already have the audience sitting there waiting, and actively waiting to consume them. It’s no wonder that it has swayed so many large high-profile brands to get involved with these AR camera effects. One this is for sure; it will be interesting to see how far we can push this technology to create even more engaging AR camera effects for Facebook and Instagram moving further into 2020.