With Ankit Tomar, CEO, Artwork Flow, Bizongo
Why the campaign rocks:
The recent AR mirror campaign by Maybelline in Kyiv, Ukraine, was very inspiring with the novel way in which it brought interactivity and humanness to the hitherto unattainable nature of traditional advertising and celebrity endorsements. It used technology to put users at the forefront. At 4,000 square meters, this innovative AR mirror encouraged passersby to try on the brand’s new mascara. Many personal care brands already use augmented reality in their virtual makeup try-on tools, but Maybelline took it one step further with this campaign.
Zooming out, this is certainly an interesting turn of events in marketing campaigns over the years. At first, we had celebrity endorsements in the mid-20th century. With the rise of social media, the demand for authenticity, and with the decline of traditional advertising came an influx of influencers. While influencer marketing is still a big part of the marketing ecosystem, I see bold campaigns driven by new technologies such as Maybelline’s AR mirror as being the next big trend in advertising. AI can help personalise advertisements for viewers.
Campaign: Falsies Surreal mascara on a building-scale AR mirror
Brand: Maybelline
Agency: FFFACE.ME