DKNY gets a new selfie filter for perfume campaign


  • TECH
  • Tuesday, 21 Aug 2018

BeautyPlus and DKNY will enter into a partnership for digital marketing campaign to promote DKNY's new fragrance, DKNY Stories. — AFP Relaxnews

DKNY is teaming up with the Chinese app developer Meitu for its latest fragrance campaign.

The beauty brand has joined forces with the developer's selfie app BeautyPlus to promote its "DKNY Stories" perfume in the Asia-Pacific region, in the form of an exclusive DKNY-branded in-app filter themed around the lifestyle label's hometown of New York.

The filter features an authentic Manhattan background image, with the city's iconic skyline reflected in a pair of pink sunglasses and the hashtag #NYMADEME scrawled over the Empire State Building. It has been designed to offer BeautyPlus users "a small bite of the Big Apple", according to the developer.

"It was such an exciting opportunity for us to integrate DKNY's brand image and into an exclusive filter for our app," said Kathy Park, General Manager of Business Development at the Meitu Korea office, in a statement. "Now is the time to move beyond traditional ad formats and focus on "Retail-tainment" strategies that allow brands to communicate with potential customers more interactively through unique and engaging content."

The campaign, which will run in Singapore, Hong Kong, Taiwan, Vietnam, Thailand, the Philippines, Malaysia, South Korea, Australia and New Zealand, is the latest high-profile beauty collaboration for Meitu, which has previously partnered with brands like Tarte Cosmetics, L'Oréal Paris, Estée Lauder and Sephora. The company, whose apps include MeituPic, Meipai, SelfieCity, BeautyCam, BeautyPlus, BeautyPlusMe, Airbrush and MakeupPlus, is one of the biggest names in the virtual reality beauty business, and its apps are used by more than 454 million people worldwide. – AFP Relaxnews
Article type: metered
User Type: anonymous web
User Status:
Campaign ID: 1
Cxense type: free
User access status: 3
Join our Telegram channel to get our Evening Alerts and breaking news highlights
   

Next In Tech News

India's Silicon Valley state seeks to ban online gaming, worrying booming industry
Google, India antitrust watchdog tussle in court over probe leak
Wind turbine maker plans first big Chinese-built plant in Europe
Gabby Petito's disappearance captivated the world. Why?
Russia's Yandex to launch cloud business in Germany, invest $30 million initially
Apple iPhone 13 tests whether deals, cameras will spur upgrades
Delivery robots take the strain out of shopping in UK town
Disabled people can now use Android phones with face gestures
iPhones may need redesign as EU pushes for common charger
New demographic data shows continued divide at Amazon

Stories You'll Enjoy


Vouchers