The NK Haute Cosmetics Campaign Promotes a One-of-a-Kind Beauty Service
Meghan Young — May 6, 2014 — Fashion
References: nk.se & fashiongonerogue
The beauty looks featured in the NK Haute Cosmetics ad campaign are dramatic for good reason. They don't simply showcase the abilities of the makeup and hairstylists on hand, they display the work that an individual can indulge in themselves. Essentially, Haute Cosmetics is a high level beauty service being launched by the department store that offers certificated makeup artists and unique consultations which could take as long as ten hours for the finished product.
The NK Haute Cosmetics ad campaign itself was worked on by art director Johan Wilde of Garbergs. It was shot by photographer Benjamin Vnuk. Karin Svensson, Head of advertising at NK, states, "As far as we know, there [are] not any similar services in any department store in the world." An accompanying video shows just how much work goes into these theatrical looks.
The NK Haute Cosmetics ad campaign itself was worked on by art director Johan Wilde of Garbergs. It was shot by photographer Benjamin Vnuk. Karin Svensson, Head of advertising at NK, states, "As far as we know, there [are] not any similar services in any department store in the world." An accompanying video shows just how much work goes into these theatrical looks.
Trend Themes
1. Dramatic Makeup Looks - Disruptive innovation opportunity: Develop online platforms that offer virtual makeup consultations and tutorials to recreate dramatic makeup looks at home.
2. High Level Beauty Services - Disruptive innovation opportunity: Create mobile beauty services that provide personalized consultations and makeup artist services directly to customers' homes or workplaces.
3. Theatrical Beauty Experiences - Disruptive innovation opportunity: Design immersive makeup and hairstyling experiences that combine technology and artistry for unique and memorable beauty transformations.
Industry Implications
1. Department Stores - Disruptive innovation opportunity: Integrate augmented reality (AR) technology into department store beauty sections to allow customers to virtually try on different dramatic makeup looks before purchase.
2. Online Beauty Platforms - Disruptive innovation opportunity: Develop AI-powered platforms that analyze facial features and recommend personalized dramatic makeup looks and product recommendations for customers.
3. Mobile Beauty Services - Disruptive innovation opportunity: Utilize mobile app platforms to connect customers with professional makeup artists who can provide high level beauty services on-demand at any location.
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