L’Oréal Garnier is utilizing augmented reality technology in its latest campaign in the Nordic region.
The #GarnierVitC campaign promotes the launch of the brand’s Vitamin C Glow Boost Night Serum. As part of the campaign, Instagram users can try an augmented reality filter available on the @garniernordics profile that allows them to view the product virtually in a spa-like atmosphere.
“This campaign is a real departure for us in our creator marketing efforts,” Linda Ghabain, Nordic social brand manager at Garnier Nordics, said. “With our new serums, we really wanted to drill down into the experience and enable consumers to see the benefits, even virtually. As well as exploring new ways to engage audiences, advocacy continues to be a crucial marketing channel for Garnier and so we have partnered with a diverse range of creators to generate meaningful conversations and positive word of mouth around the filter and the new serums.”
When the filter is activated, Instagram users can place a “Vitaverse” AR “room” into the space in front of them on their device’s screen and then walk forward in the real world to walk into the digital space. There, they can view a bottle of Garnier’s Glow Boost Serum in the center of the room. They can also tap on the screen to switch between day and night scenes, with the night scene switching the bottle to the Glow Boost Night Serum.
This filter was created alongside influencer agency Billion Dollar Boy, design studio 099 Creative and creative technology agency Weald Creative. While the #GarnierVitC campaign is aimed at consumers in Denmark, Finland, Sweden and Norway, people around the world can try the AR filter by visiting the Garnier Nordics Instagram profile.
For this campaign, 10 local content creators will share content highlighting the product’s benefits and encouraging users to try the AR filter.
Thomas Walters, Europe CEO and co-founder of Billion Dollar Boy, added: “Garnier is continuing to innovate with the launch of its first-ever AR filter campaign, and we’re delighted to have played a role in the creative execution. We wanted to create a filter that would give the user a deeper insight into the day and night serums while also creating a buzz around the product launches and generating talkability. The launch of the Vitaverse comes at a time of heightened consumer engagement with VR and AR technology and really helps to enhance the consumer’s engagement with the brand. With some of the Nordics’ leading creators interacting with the immersive world to amplify reach, the #GarnierVitC campaign is another example of how the creator economy is constantly evolving and integrating with a broader range of marketing channels.”
