Innovative Marketing Strategies: How Christian Dior Parfums is Using AR Technology to Engage Consumers
Felipa Monteiro, the senior manager of digital media, customer relationship management, and e-business at Christian Dior Parfums for the Middle East, India, and Africa, is leading the charge in revolutionizing the way consumers interact with the iconic perfume and cosmetics brand.
In a world where attention spans are short and competition in the marketing industry is fierce, Monteiro and her team at Christian Dior Parfums are constantly seeking innovative ways to engage consumers. One area where they have seen a significant increase in consumer demand is virtual try-ons through augmented reality (AR).
According to recent projections, the use of AR and virtual reality in the cosmetics and beauty markets is expected to grow by 25.5% from 2022 to 2027. Additionally, around 30% of Millennials and Gen Zers expect brands to use AR technology to enhance their online shopping experience.
As a leading cosmetics brand, Christian Dior Parfums saw an opportunity to leverage AR technology to offer consumers a unique way to ‘try on’ Dior Addict lipstick shades without ever stepping foot in a store. In 2022, they launched an AR Beauty Try On experience that allowed viewers to virtually try on makeup while watching a YouTube ad.
Building on the success of their initial AR campaign, Christian Dior Parfums decided to take their AR Beauty Try On technology to the next level with their Dior Addict Lipstick campaign in Saudi Arabia, the United Arab Emirates (UAE), Kuwait, and Qatar over Eid last year. The timing of the campaign was strategic, with research showing that there is a 35% increase in searches for beauty products and inspiration during that time.
Working in collaboration with Google and media agency Spark Foundry, Christian Dior Parfums integrated YouTube’s AR technology into their Video action campaign ads to maximize views and encourage conversions. The AI-powered Video action campaigns utilized skippable in-stream and in-feed video ad formats, running on YouTube and Google video partner websites and apps to reach a wider audience.
The AR Beauty Try On experience automatically loaded when the video ad began, allowing viewers to see the lipstick shades on models with different skin tones in an interactive panel beneath the ad. This innovative approach not only engaged consumers in a new and exciting way but also showcased the versatility and inclusivity of the Dior Addict lipstick range.
With Felipa Monteiro at the helm, Christian Dior Parfums continues to push the boundaries of digital marketing and customer engagement, setting a new standard for beauty brands in the Middle East, India, and Africa.
