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
The official judgmental map of Cannes Lions 2026
This map won’t tell you where to go during Cannes Lions. It will tell you where you actually are.
The definitive Digiday guide to what’s in and out at Cannes 2026
Here’s what’s in and out for the Cannes Lions International Festival of Creativity.
As AI reshapes search, TikTok turns discovery into a performance pitch
The platform argues rising search activity is evidence that discovery is increasingly driving performance outcomes advertisers expect.