Fashion brand Christian Dior is using augmented reality as a carrot to boost its Instagram following.
Consumers who follow Christian Dior on Instagram can now unlock a virtual try-on experience for DiorSoLight sunglasses and headbands through the Stories feature. Called “Kaleidoscope,” the experience also fills the camera frame with psychedelic effects similar to the analog tool that bears the same name.
According to WWD, Dior launched the experience at its Fall 2019 show on February 26 as part of Paris Fashion Week. During the week, the AR experience generated over 2.6 million impressions via Instagram users viewing stories featuring the effect (which also allows users to access the effect) and those who have tried the AR effect themselves.
Dior launched a similar experience via the AR camera in the Facebook app last year. Creative agency The Mill built both experiences for the fashion label.
Facebook announced at last year’s F8 developer conference that it would extend its AR camera platform, now called Spark AR, to brands and creators on Instagram and Messenger apps, with the NBA and Gucci among them. brands creating AR experiences as part of a closed beta.
In recent years, augmented reality has become a mainstay for cosmetics brands, but as face tracking capabilities have improved, accessory makers have also jumped on the AR bandwagon. Warby Parker and Ray-Ban are just two of the big brands using virtual try-on experiences to sell eyewear to consumers.
Unsurprisingly, customers considering Snap Spectacles can also try virtual pairs via a Snapcode.
Similarly, Kay Jewelers and Swarovski have also created experiences for users to try on jewelry.
As long as consumers love taking selfies, companies that sell beauty and fashion products are smart to keep satisfying their customers’ vanity in augmented reality.