The much anticipate first look into the Salvatore Ferragamo 2014 campaign has finally been revealed. Photographer Mert Alas took to social media, his Instagram to be specific, to reveal the a preview of the 2014 fall/winter campaign. Alas is is the Mert in Mert & Marcus, highly regarded photography team who shot the advertisements for Ferragamo’s and DSquared2’s most recent ads.

 

A recent fundraising event in New York City has claimed to feature the largest deployment of Bluetooth-enabled beacons. These beacons are supposed to help participants in an egg hunt all over the city by offering them with information, clues and rewards. This unique egg hunt has been sponsored  by Faberge for the benefit of the Elephant Family and the Studio in a School.

 

Almost 200 egg sculptures have been created by leading artists or designers and placed all over the city. Some of the main artists who helped in the creation of these eggs include Bruce Weber, Diane von Furstenberg, Marc Quinn and Ronnie Wood.

 

Consumers are encouraged to check in at the eggs and bid on these eggs using a mobile application. According to Wesley Barrow, the founder of Nomi New York, the concept of beacons is so new that most retailers are still trying to identify practices and strategies on how to use them to the fullest.

 

Barrow also states that The Elephant Family brought about a unique way of how to leverage these beacons by offering the excitement of traditional charms such as egg hunts to the modern generation and also allowing thousands of New Yorkers to participate in it simultaneously.

 

Nomi, the proximity marketing partner for the entire campaign, has installed the company’s beacons in 275 egg sculptures across the city. Barrow states that the mobile application is going to be a major part of this unique Egg Hunt. It shall act as the main medium of entertaining participants by offering them with real time clues and rewards.

 

The eggs are hidden in public places across the city. In order to participate in the hunt, consumers must download the Faberge mobile app for the Big Egg Hunt and unlock clues as they hunt for eggs. Consumers shall then be able to check in every time they find an egg. The location of each egg shall be kept a secret until a minimum of 10 people check in for a particular egg. Once 10 people have discovered the egg, it shall appear on the public map. The winner is touted to win Faberge jewelry amounting to more than $30000.

 

All eggs shall also be gathered at the Rockefeller Center for free exhibitions between April 18 – April 25. The event is also held in association with Sotheby’s, who plan to auction off these eggs after the completion of the event. All profits from the auctions shall be given to Studio in a School and the Elephant Family.

 

An exclusive range of egg merchandise that has been created for this massive egg hunt is also being sold at the Saks Fifth Avenue and a number of locations across the city. Although the concept is new to New York, the Big Egg Hunt has already been held in a number of international cities such as Glasgow, London and Dublin.

 

It is believed that since the participants are made to bid using the app, the number of potential bidders dramatically increases. Moreover, the mobile experience should also help in creating and sharing more and more content to promote the fundraiser.

 

07/23/2014 Update – Luxury Beauty and Personal Care Campaigns of 2014

 

With beauty and personal care products venturing beyond the traditional ways of marketing, there are a number of products that have managed to capture the interest of their consumers with unique campaigns, exciting and fashionable products, a variety of games and quizzes and numerous social applications that help consumers to build a deep connection to their chosen brands. Here are some of the brands that must be recognized for their efforts  in the beauty and personal care industry.

 

The Art of Fragrance from Aerin Beauty

 

Aerin Beauty, Aerin Lauder’s fragrance range, is fast becoming one of the most popular fragrance companies in the world. Aerin, the granddaughter of the famous Estee Lauder, recently developed The Art of Fragrance, a microsite that allows people to explore the scent profile of the brand with the help of unique touch points. For example, you could design your own floral monogram using the flowers found in the fragrance collection and then share it via your social media profiles on Facebook or Twitter.

 

The Scent of Freedom Video from Armani

 

Giorgio Armani came up with a unique Acqua di Gio video that allows consumers to alter the entire perspective of the video to either see the scene normally or see the video from the model’s point of view. This unique concept that allows you to decide how you wish to watch the video and increase your engagement is more than likely to be well received.

 

The Chance Campaign from Chanel

 

Chanel recently introduced an interactive initiative that displayed the fragrance mogul’s playful side. The interactive featured a Chanel bottle with arrow icons that made customers drag these bottles to the left or to the right. The bottle reacted with a different choreography when it was shifted to the left or to the right.

 

The Dior Addict Experience from Christian Dior

 

Christian Dior just expanded on the wonDiorland campaign by offering exclusive content which helped to enhance the overall experience. Consumers were asked to enter a four digit code that was found on the mobile site of wonDiorland and discover additional content from Dior Addict, the latest fragrance launched by the brand. This tactic allowed consumers to use a mobile device to navigate through the web page. Moreover, as consumers glide their fingers over the screens, the website pages automatically get updated.

 

Get Your Creamy Lips App from Dolce & Gabbana

 

Dolce & Gabbana, a popular Italian fashion house, recently launched the Get Your Creamy Lips App from its Facebook profile that allowed fans to recreate their in-store experience. The individualized participation also helped to create a bond between the brand and its consumers. The app allowed ladies to find a perfect shade of lipstick by asking their hair color, eye color, the look she wants and her skin tone. Once the appropriate boxes were selected, all a lady needs to do is click on the Discover Now button to get a personalized recommendation from Dolce & Gabbana.  

 

#LipstickEnvy from Estee Lauder

 

Estee Lauder was recognized for its online boutique that combined a range of interactive features with user generated content. The user generated section as well as images produced by the beauty brand became very popular and the hashtag #LipstickEnvy was effectively used to create a brand of product enthusiasts. 

 

The La Petite Robe Noire Campaign from Guerlain

 

Guerlain introduced the La Petite Robe Noire Campaign in a unique effort that combined personalization and consumer interaction. This initiative was quite similar to the concepts of a reward based campaign where consumers were rewarded to interact with the brand. Repeat visits also offered prizes and the Glamourometer concept simply revolutionized the way consumers took to the brand. The website also kept a track of individual Glamorumeter levels once customers signed in with their accounts.

 

The Fragrance Launch from Karl Lagerfeld

 

Karl Lagerfeld made a debut in the world of fragrances after a 10 day countdown of cartoon hands that were outfitted with Kar Lagerfeld’s black studded gloves. The website also offered a unique Emoti application for iOS and Android devices that allowed users to include Karl Lagerfeld codes in their emails, texts, tweets and posts.

 

Daisy Launch from Mark Jacobs

 

Marc Jacobs, a popular fashion brand in the US, created a community for its fragrance lovers. Users could submit their own images that were then used to promote the brand and the community helped to create a sense of belonging among the Fragrance enthusiasts. This was then followed by the Daisy Day on 28^th of January in New York, Berlin and London. Mark Jacobs offered Daisy scented gerber daisies to all those who crossed the store. Consumers were also invited to check out the temporary SoHo boutique in order to relax amid the chaos of the New York Fashion Week.

 

Candy Florale Comic Book from Prada

 

Prada launched a series of comic book campaigns that took the Candy character on a sci-fi journey. This comic book creation allowed Prada to tell its story in a unique manner and also ensured that consumers remained engrossed with the brand. As a consumer, you can read an excerpt of the Candy Florale comic by scrolling the frames. You can also download the full version of this comic book from the Prada website.