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Wednesday September 25, 2013 MYT 6:45:00 PM
Saturday September 28, 2013 MYT 12:59:17 PM
The NARS and Snapchat logos on the brand's Instagram account @NARS – Instagram
New Guy Bourdin-inspired cosmetics collection being promoted on emerging social photo app.
THE cosmetics brand has decided to use the emerging social photo app to showcase its new Guy Bourdin-inspired beauty collection.
Inspired by a series of modern artists, last year NARS created a collection of cosmetics which riffed on the aesthetics of American pop artist Andy Warhol.
This year, the brand has been inspired by Guy Bourdin, the French fashion and art photographer who created some of the most visually inspiring images of the late 20th century. Bourdin, who died in 1991, is no longer around but his family-run foundation inked a deal with the American beauty company to create a collection inspired by his art earlier this year.
The products are set to go on sale on Oct 15, but NARS has found an innovative new way to build up the buzz using a popular photo app. Launched in September 2011 by a group of Stanford University students, Snapchat allows users to send short snippets of video and text which automatically delete once they’ve been watched for the first (and last) time.
NARS took to Twitter to boast of its new marketing prowess: “The first colour cosmetics brand to reveal a collection on @Snapchat? Don’t mind if we do!” Indeed, the Snapchats did exactly what they said on the tin, appearing and disappearing in a matter of seconds, which upset some Twitter users like Polish NARS fan “Misia”, who messaged the brand: “Was excited about @NARSissist on snapchat today, but snaps were too short to read captions or see colours. :( Maybe better next time. #nars.”
The messages reminded fans they could “See the real thing on October 15” while showing them rapid-fire glimpses of the products.
Innovative social media usage is becoming a key new trend in the luxury industry.
Last week at London Fashion Week, the Topshop Unique show was accompanied by special digital recordings called Chirps. Designed to replicate birdsong, the individual tones could be recognised by smartphones and tablets with the Chirp app installed and opened exclusive content.
Italian brand Fendi also launched its own Instagram account this fashion week as part of a new “Social Wall” project. – AFP Relaxnews
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Lifestyle, NARS, Snapchat, beauty, cosmetics, Guy Bourdain, new collection
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