NARS is Sharing Complimentary Makeup Samples via Spotify
Laura McQuarrie — June 11, 2020 — Fashion
References: cosmeticsbusiness
Due to the nature of the products, cosmetics are usually advertised with bold, inspiring visuals but NARS took a different approach to engage consumers during a global pandemic by sharing makeup samples. With Spotify, NARS created a way for UK-based users on the platform to request a product sample via their smart speaker. Some of the options available include either a complimentary blush, lipstick or mascara, and they can easily be received by saying "Ask Send Me a Sample for NARS."
As people aren't visiting their usual retail spots, seeing advertisements and trying samples in the same way as just a year before, brands are finding new ways to reach consumers at home. Spotify reports that it has seen great growth and even more potential for screenless advertising in the future.
Image Credit: NARS
As people aren't visiting their usual retail spots, seeing advertisements and trying samples in the same way as just a year before, brands are finding new ways to reach consumers at home. Spotify reports that it has seen great growth and even more potential for screenless advertising in the future.
Image Credit: NARS
Trend Themes
1. Screenless Advertising - As more people stay at home, brands are finding innovative ways to deliver their advertising messages to consumers through screenless methods, such as smart speakers.
2. Digital Sampling Campaigns - Brands are using digital platforms and technologies to offer consumers free samples, encouraging them to try new products without leaving their homes.
3. Multimedia Marketing Strategies - Cosmetic brands are leveraging various multimedia platforms, such as Spotify, to create interactive marketing campaigns that engage consumers in unique and creative ways.
Industry Implications
1. Cosmetics - Cosmetic companies can leverage digital sampling campaigns and screenless advertising to reach consumers directly in their homes during the pandemic and beyond.
2. Digital Advertising - Digital advertising agencies can develop innovative multimedia marketing strategies that engage audiences across multiple platforms, including social media, email and smart speakers.
3. Music Streaming - Music streaming services like Spotify can continue to explore new forms of interactive advertising and screenless commerce opportunities that add value to the user experience and drive revenue for brands.
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