Cosmetics brand Smashbox is jumping on the virtual reality trend today, using the format to showcase its back story. The Estée Lauder brand is using 360-degree video to take viewers on a tour of Smashbox Studios, the fashion photography studio in Los Angeles’ Culver City, where it was born.
The famed 25,000-square-foot space has served as the venue for innumerable fashion ad campaign and magazine cover shoots since the studio was founded in 1990. So featuring it in the brand’s digital strategy was a no-brainer, said Ginny Chien, executive director of global digital and consumer marketing at Smashbox.
To read the rest of this story, please visit Glossy.
More in Marketing
Michaels claims Google-powered AI assistant doubles conversion rate of traditional search
Michaels shared early results of its new Google Gemini-powered AI assistant.
Mythbusters: AI visibility’s biggest misconceptions
AI visibility is evolving quickly, but many of the industry’s biggest assumptions don’t hold up. Experts debunk the biggest myths.
How AI costs are quietly reshaping principal media deals
AI doesn’t have a price. Principal media is absorbing it anyway.