The Future of Fragrance Marketing: YSL Libre’s AR Campaign
Yves Saint Laurent. I don’t know about you guys but as soon as I hear this name, I instantly think “classy”. And let me tell you, their digital marketing is no different. It’s classy, fancy, and always on top of the latest trends. One of their most popular fragrances for women is the YSL Libre. They just released some new scents and used AR filters to help promote them.
How Are They Using AR:
AR was a small part of the overall campaign that had Dua Lipa as its brand ambassador. YSL used AR filters, video ads, three of the most important architectural works in Mexico City, and print and paid social media ads for this campaign.
The brand created AR filters on Snapchat and Instagram to let them explore the YSL Libre perfume and find their signature scent while living that YSL luxury lifestyle (Pretty fancy, right?).
These filters are interactive, fun, and easy to use. They transport you into a world of YSL Libre with all its classy bells and whistles.
My Intrigue:
What really grabbed my attention was how YSL is staying true to its brand while still keeping up with the latest trends. But get this, they’re not just making these fancy filters, they’re also promoting them in Vogue Magazine using a QR code!
The YSL Libre spread in Vogue not only showcased the fragrance but also gave us some insights into its history and formulation. And if that wasn’t enough, they threw in a QR code. Scan that bad boy and it’ll take you straight into the world of YSL Libre on Instagram, through their interactive AR filter. It’s like stepping into a luxurious YSL dreamland — all from the comfort of your phone!
The Main Message:
The main theme of YSL’s campaign was all about embracing femininity. They wanted to empower women to feel sensual and free — just like the name of their fragrance, Libre, which means “freedom”. By using the fragrance, women could feel confident in their own skin and embrace their sense of freedom.
That’s why YSL chose Dua Lipa to be the face of the campaign. She was described by the brand as being a “cultural definer”, which basically means she’s an icon for this generation. By having her as the face of the campaign, YSL was able to reach a wider audience and appeal to younger women who are looking for a fragrance that embodies their own sense of freedom and femininity.
How Did AR Achieve Marketing Objectives:
Increase in Brand Awareness: It generated excitement and buzz around the brand, as people were eager to try out the new filters and experience YSL Libre in a fun and interactive way. This in turn increased brand awareness and exposure.
Reaching A Wider Audience: Filters allowed YSL to reach a wider audience, including younger and tech-savvy consumers. All it took was for one follower to share the filter which started the cycle of sharing the filter. This created organic traffic and reached a wider audience than any targeted paid ad would have.
Engaging Content: Customers were able to engage with the brand and were tempted to find out more about the Libre fragrance and YSL was able to engage with their audience in a more dynamic and personalized way. Engaging content is king always.
Will AR Be The Future:
In my humble opinion, AR is definitely here to stay. Humans are all for an interactive memorable experience (in other words, pull marketing) and AR allows brands to give just that while bridging the gap between the physical and the real world. AR is here to stay and I believe this for several reasons but here are some of them:
Personalization: Every customer can now experience a personalized journey based on their own individual preferences and interests. This not only creates a unique and memorable experience for the customer, but it also helps to establish a stronger connection between the brand and the customer. By providing a tailored experience, brands can better understand their customers and cater to their needs and desires, ultimately resulting in a more loyal and satisfied customer base.
Enhance Product Experiences: AR allows consumers to virtually try on products, visualize them in different environments, and interact with them in new ways. This creates an immersive and engaging experience for customers, providing a better understanding of the product and increasing confidence in purchase decisions. AR has revolutionized the way brands engage with customers, leading to a more exciting shopping experience (10 years ago, this seemed impossible so to think we are here now is mind-altering).
Increased Engagement: Offers interactive content that captivates the audience’s attention and encourages them to share it on social media. Jonah Berger, in his book Contagious talks about “Public” being one of the 6 STEPPS in marketing and how important it is to create content that people want to share. AR is one way to do exactly that.
Final Thoughts:
Augmented Reality has found a way to bridge the gap between the physical world and the digital world and that in my opinion, is the main reason it is not a fad but instead a trend that is here to stay. AR filters in particular are cheap and an easy way to engage the audience and YSL took advantage of that to promote its Libre fragrance. I think looking at YSL’s success, more luxury brands will get more involved with AR solely because it allows brands to engage their audience while not having to get them to come to a store or an event.
Let me know your thoughts on AR and how you think it is changing the digital marketing landscape. Is it a fad or a trend that is here to stay?
