When a new line of cosmetics comes is about to come out, the social media beauty community starts buzzing with excitement online. For the launch of its of its newest collection with designer Christopher Kane, NARS took to Twitter to make the most of the power of the crowd.
The NARS Christopher Kane Breakthrough experience was crafted, which involved encasing the cosmetic collection in a rotating black orb, livestreamed on social media. Users on Twitter were invited to be part of the "breakthrough" by using either the #NARSChristopherKaneUS or #NARSChristopherKaneUK hashtag, which would trigger a high-pressured pneumatic hammer to smash the ball. By participating, one lucky Twitter user from each country had the chance to win the entire new collection for free.
As a result, there were between two to six tweets sent out per second from the UK and US respectively, bringing in over 38,000 tweets to announce the launch of this line.
Smashing Cosmetic Campaigns
NARS' Social Media Beauty Campaign Had Fans Unveil a New Product Line
Trend Themes
1. Social Media Beauty Campaigns - Using social media to launch and build excitement for new cosmetic collections.
2. Crowdsourced Product Launches - Inviting social media users to participate in launching and unveiling new products through interactive experiences.
3. Innovative Product Packaging - Using visually appealing and unique product packaging to create excitement and buzz around new collections.
Industry Implications
1. Beauty and Cosmetics - Using social media to engage customers in the launch of new collections and create excitement around new product releases.
2. Social Media - Creating engaging and interactive social media campaigns to launch new products and build brand awareness.
3. Marketing and Advertising - Bringing innovation and creativity to product launch campaigns through the use of interactive experiences and unique packaging designs.