Maybelline New York & FFFACE.ME Debuted a Large Interactive Experience
Laura McQuarrie — October 27, 2023 — Marketing
Maybelline New York worked with XR company FFFACE.ME to unveil a record-breaking augmented reality mirror with a screen size of 43,000 square feet on the side of the Gulliver Mall in Kyiv. This AR mirror is the largest of its kind to date, according to FFFACE.ME.
People in proximity to the AR mirror can interact with the large-scale installation by using a kiosk below the screen, and virtually try on the beauty brand's new mascara.
“We firmly believe that the era of advertising materials offering static or video content for passive consumption has ended. Just as there is a term for 'banner blindness' online, the same phenomenon is now observed offline," said FFFACE.ME COO Polína Ḳlekovkina, "People no longer engage with traditional advertising materials, and we advocate for their rejuvenation through the infusion of interactivity."
People in proximity to the AR mirror can interact with the large-scale installation by using a kiosk below the screen, and virtually try on the beauty brand's new mascara.
“We firmly believe that the era of advertising materials offering static or video content for passive consumption has ended. Just as there is a term for 'banner blindness' online, the same phenomenon is now observed offline," said FFFACE.ME COO Polína Ḳlekovkina, "People no longer engage with traditional advertising materials, and we advocate for their rejuvenation through the infusion of interactivity."
Trend Themes
1. Augmented Reality Mirrors - The collaboration between Maybelline New York and FFFACE.ME resulted in the creation of a record-breaking augmented reality mirror, offering an interactive experience for users.
2. Large-scale Interactive Installations - The unveiling of the 43,000 square feet AR mirror on the side of Gulliver Mall showcases the trend of large-scale interactive installations, providing an immersive and engaging experience for viewers.
3. Rejuvenation of Traditional Advertising Materials - FFFACE.ME's COO emphasizes the need to revive traditional advertising materials by incorporating interactivity, as people no longer engage with static or video content for passive consumption.
Industry Implications
1. Beauty - Maybelline New York's collaboration with FFFACE.ME introduces an innovative AR mirror for the beauty industry, allowing customers to virtually try on products and enhance their shopping experience.
2. XR Technology - The record-breaking AR mirror showcases the potential of XR (Extended Reality) technology, opening up new opportunities for immersive brand experiences and customer engagement.
3. Advertising - FFFACE.ME's infusion of interactivity in advertising materials highlights the disruptive innovation opportunity in revamping traditional advertising approaches to captivate and engage audiences.
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