Dior Makeup has unveiled the first Augmented Reality (AR) experience on Instagram as part of the showcase of the new Dior Holiday 2020 makeup collection.
While other brands use AR filters to simply showcase how their lipstick, blush and eyeshadow might look on the wearer's face, Dior's solution is more whimsical and doesn't focus on cosmetics. It uses spectacular animation with gems and color flashes. According to the company itself, the idea was to go beyond physical make-up in a world where social media creates a new form of “homo instagramus” beauty.
To use the filter, you need to go to the @diormakeup profile on Instagram and click on the appropriate link in the description (the application must have access to the smartphone camera). Various effects will be available at the bottom of the screen.
Recently, Dior has been actively working with mobile consumers. This year, for example, the company became one of the first fashion brands to create an AR filter for Instagram that allowed them to try on virtual versions of their DiorSoLight sunglasses or Christian Dior J'Adior headbands.
However, Dior does not provide links to buy their products directly through Instagram, which has added more shopping options in the last couple of years. The social network is used exclusively to showcase new products, while other brands use AR technology specifically to stimulate direct orders or retail sales. It is believed that Dior is already a fairly well-known brand that can do without such methods.