Coming Next: Cosmetics Ads Featuring You As the Model
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It’s probably the inevitable next step in an age of selfies and personalization — beauty ads that feature you as the model.
While almost every cosmetics brand wants to expand its digital and e-commerce presence, Slate Cosmetics is taking the concept a step further with an entirely digital launch. To do that, it’s turning to Looking Glass, a technology that lets people sample cosmetics virtually by uploading their photos into online display or native ads.
Marketing Director Gentry Ford said Slate is the first cosmetics brand to try an entirely digital launch, with distribution, at least initially, only through e-commerce. L’Oreal’s launch of Em by Michelle Phan, backed by the YouTube video-blogger, came close, but it had a Manhattan store as part of its launch plan last year.
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