Shiseido Travel Retail and Gusto Collective collaborate on NARS' campaign to offer immersive O2O experience

Shiseido Travel Retail has partnered up with brand tech group Gusto Collective to launch an innovative and immersive campaign for NARS Travel Retail, transcending the virtual and physical world to engage the next-generation travellers. 

Also known as “Light The Way” "NARS 我耀闪现", this online-to-offline (O2O) campaign aims to drive awareness of NARS’ travel exclusive products by combining a WeChat mini programme, with the latest Web3 technologies, and a physical activation in Hainan this August. Users are invited to download the WeChat mini programme via a QR code to enter the NARS Light The Way universe.

As part of the campaign, the Light The Way virtual world is hosted by two metahumans, deepening the immersive brand experience and interaction. The metahumans include AjA, a sporty enthusiast with a passion for fashion and beauty, guides users through augmented reality (AR) experiences in the virtual world; and MonoC, a “Metahuman Artist”, who has inspired the world’s AR filters and digital collectibles with her unique metaverse style. Visitors can redeem exclusive gifts using points accrued in the Wechat mini programme – engaging travellers throughout their O2O journey.

The campaign also combines the virtual world and reality by inviting beauty enthusiasts to the NARS offline pop-up store at CDF Sanya International Duty-Free City from 31 July until 29 August. In store users are transported into the NARS world through the ‘Aura Detector’ by drawing a circle on the interactive screen, revealing their personal aura and recommended products.

The aura reading also transforms the colour of the virtual universe, enticing guests to take a picture with their respective auras. The NARS travel retail exclusive range is showcased through a Discovery Bar and TREX display, and makeup demonstrations are running at the NARS counter.

To engage a wider audience including Chinese digital natives via online and offline channels throughout the planning, travel and post-trip phases, the campaign includes a media buy across digital channels in China; the appearance of NARS brand friend, Guo Jun Chen, at the animation; and KOL and retailer social amplification, including a brand-led livestream with CDF.

Commenting on the initiative, Aaron Lau, CEO, Gusto Collective, said: "We believe that this campaign will revolutionize the beauty industry, providing a unique experience that transcends the boundaries of traditional marketing.This is the first time both our metahumans AjA and MonoC are engaged together for an immersive O2O experience. We are excited to partner with Shiseido Travel Retail to bring this innovative campaign to consumers in China."

MARKETING-INTERACTIVE has reached out to Gusto Collective for more information. 

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