Fashion brand Christian Dior uses Augmented Reality as a carrot to push her followers on Instagram.
Consumers who follow Christian Dior on Instagram can now unlock a virtual fitting for DiorSoLight sunglasses and headbands through the stories feature. Called "kaleidoscope", the experience also fills the camera frame with psychedelic effects, similar to the analog tool that bears the same name.
According to WWD Dior launched his experience at his fashion show in the fall of 2019 in February. 26 as part of the Paris Fashion Week. Over the course of the week, the AR experience generated more than 2.6 million impressions on Instagram users, showing stories with the effect (which also gives users access to the effect) and those who tried the AR effect themselves.
Dior brought a similar concept to experience about the AR camera in the Facebook app last year. The creative agency The Mill built both experiences for the fashion brand.
Facebook announced at last year's F8 developer conference to expand its AR camera platform, which is now called Spark AR, to include brands and designers on Instagram and Messenger apps. with the NBA and Gucci among the brands that build AR experiences in a closed beta.
In recent years, Augmented Reality has become a staple for cosmetic brands, but with improved face tracking, accessory manufacturers have also greatly improved on the AR train. Warby Parker and Ray-Ban are just two of the big brands that use virtual fitting experiences to sell eyewear to consumers.
It's not surprising that customers considering Snap Spectacles can also try on virtual couples through a snapcode.
Similarly, Kay Jewelers and Swarovski have created experiences that allow users to try on jewelry.
As long as consumers love selfies, companies that sell beauty and fashion products are smart to maintain the vanity of their customers in AR.
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