Sephora adds new component to tech app

The latest upgrade to the Sephora app-based digital makeover experience has arrived.

The well known beauty retailing has expanded the functionality of its Sephora Virtual Artist, an augmented reality-based feature on its mobile app that enables shoppers to digitally try on make-up. The app’s new Cheek Try On service allows users to virtually try on over 1,000 shades of cheek color, including blush, bronzer, contour, and highlighter shades available in single colors and palettes.

As users choose their favorite shades, a list of the top matching colors available from Sephora is quickly returned to the user. Matches can be immediately tried on in Virtual Artist then purchased in app.

The Sephora Virtual Artist also enables users to virtually try on an assortment of lip colors and false eye lash styles. The tool integrated the ability to try on thousands of shades of eyeshadows earlier this spring.

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Why it’s hot:
As the beauty retail industry continues to sore and increased competition from main competitor, Ulta strengthens, the approach to converting your audience without even having them enter a store will only increase brand loyalty. I know from experience, that it is hard to visualize what you will look like with different makeup products on, and by adding this new feature to the Sephora app will help bring the already existing eye shadow and lip color functionality full circle. I may have to download this app!

 

Airbnbmag is almost here!

Airbnb is partnering with Hearst to produce Airbnbmag, a new magazine scheduled to hit newsstands May 23.  The magazine was first teased by Hearst Magazines chief content officer Joanna Coles last November.

Airbnbmag is part guidebook/part travel magazine; it is targeted to adventurous travelers, rather than luxury-focused editorial common with popular travel publications.

This approach is more likely to attract fans of Airbnb, a company and Web site founded in 2008. It connects people looking for accommodation with hosts that have anything from a couch to crash on to an empty home, as well as a few castles and treehouses.

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Why it’s hot:

Since its start in 2008, Airbnb has become the new standard for way of travel and accommodations across the world. The company provides a warmer approach to traveling abroad and provides a more home-like feeling to those staying in a complete stranger’s house. By broadening their media efforts they will capture the attention of a much bigger audience, and highlighting fun things and travel tips relevant to multiple cities in this magazine will only create a larger volume of visitors.

Proper Tasty goes Global

BuzzFeed’s Proper Tasty Facebook channel has shifted its editorial focus from food tailored to Western palates to more global recipes.

The U.K. team of four people produces between six and 10 videos a week. Previously, these videos featured a lot of gin and tonics, afternoon tea and more Western-influenced food like pizza and Victoria sponge cake. Now, the editorial mission is to make the channel feel like a global food hall.

This month, BuzzFeed produced recipe videos on Japanese beef cheese croquettes, Asian style barbeque ribs Asian-style barbecue ribs, North African-style poached eggs and Filipino-inspired chicken adobo.

The approach seems to be working. After posting several videos a week in January that featured international cuisine, the median number of shares for videos per month has grown by 200 percent, according to the company. “We weren’t fully capturing the value of a local team in London,” said Tasty’s general manager, Ashley McCollum. “They have exposure to such a diverse set of cuisines that other cities and teams don’t have.”

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Why its hot:

Buzzfeed has identified one growth area that could bring the company to a bigger level with their extremely favorable recipe videos. Exploring new cultural foods and diving into new recipes will apply to more people and resonate with a larger audience. This will only help establish the brand as a top choice for consumers to search for what recipe to make that night. I know I have tried it, and can’t wait to explore more!

Watch a video ad while pumping your gas

Have you ever noticed how long it takes to fill up your gas tank? Statefarm realized this could be a valuable time to reach their audience while in the right mindset. If you regularly fill your tank at a gas station, chances are you’ve spent a few minutes standing idly by your car. Now, advertisers want to serve you ads while you wait.

State Farm is running video ads on digital screens built into the pumps at 18,000 national gas stations as part of a partnership between Gas Station TV and payment company Verifone. The screens loop through a four- to five-minute segment featuring content from ESPN, CNN and Bloomberg that run alongside short national and local commercials from brands like State Farm. Each station’s screens can be customized to pull in either local or national content.

“State Farm has an interest in reaching the driving public,” said Edward Gold, advertising director at State Farm. “While we can do that on television and online video, when you have somebody who is actually driving a car, experiencing their car, taking care of their car and therefore thinking about their car, it’s a great opportunity for us.”

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Why it’s Hot:

It might just be the Jersey girl in me which is why I haven’t seen these screens just yet, but this seems to be an interesting way to reach consumers while they aren’t necessarily looking for an ad. This targeting method reinforces how important it is to reach your brands qualified audiences in the moments that matter, the moments where they’re in the most relevant mindset, and outside of a static ad image.

Chipotle launches TV spot

Popular fast food chain Chipotle has launched its first television-focused campaign.

Chipotle tested TV in a few markets last year, but this is the first time it’s using national broadcast television as a major campaign component, according to communications director Chris Arnold. The spot will also air on national cable networks. Called “As Real As It Gets,” the campaign is from Venables Bell & Partners, which was named Chipotle’s lead creative agency in January.

The somewhat surreal TV/video creative (below) aims to build awareness of Chipotle’s claim that it’s now the only national chain to use “no added colors, flavors or preservatives, artificial or natural” in its ingredients. (Chipotle and rival Panera Bread are in something of a war of words over clean ingredients claims.)

https://youtu.be/JECmSXz4nFE

Bell & Partners “set out to avoid all of the conventions of fast food advertising,” and use humor to “cut through the clutter of confusing claims, limited-time offers and farmers holding produce,” to create a campaign that’s “very true” to the brand, said Will McGinness, partner and executive creative director for the agency.

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Why it’s hot:

Ever since the food-borne illness crises that Chipotle went through in 2015, the brand has been making strides to make a big comeback, and by introducing a TV spot to gain awareness of their brand as being “as real as it gets” gets them one step closer to gaining back their total audience. It’s also short, to the point and is humorous.

SoulCycle Spins First-Ever Brand Campaign

SoulCycle, the fierce favorite workout of celebs and chic city dwellers, is launching the brand’s first-ever ad campaign, venturing a little closer to a mainstream audience. The campaign titled “Find It,” introduces the brand to new markets while inspiring new riders.

CEO Melanie Whelan tells Marketing Daily that while instructors have urged fans to “find your soul” during its famously sweaty 45-minute candlelit classes, “the idea of ‘Find It’ opens it up, and inspires riders to discover something, the thing that makes it meaningful to them.” Whether it’s strength, purpose, clarity, or just some fun, the instructors in the ads remind riders that while “it” is personal, it all happens in the class.

The campaign is from high-powered fashion agency Laird + Partners. (Chairman Trey Laird has been a SoulCycle diehard for many years.) Social and online content is scheduled to continually roll out in the months ahead, “including rider stories, instructor spotlights, studio activations and rider community engagement activations,” the company says in its announcement. Out-of-home displays are also part of the effort.

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Why it’s hot:

Brands are continuously finding new ways to encourage physical fitness. This campaign inspires those who are evaluating their fitness routine to find themselves and do what works best for them. The uplifting two minute video provides encouragement, strength and potential for finding your best self. It captures the consumer’s attention by enforcing the idea that soul cycle isn’t just your typical workout.