L’Oréal Paris (UK) has launched their virtual marketing campaign in Second Life with strategy, planning and implementation provided by K Zero.
The campaign has been created to promote a range of real life and virtual world make-up looks across Second Life and is comprised of the following elements:
1. Metabranding
vintage-glamour.jpgFour real world make-up looks have been created and made available to residents. These looks have been created as skins and shapes. Second Life was selected as the most appropriate metaverse for this campaign due to the presence of early adopters falling into their target market as well as the incumbent demand for avatar customisation.
The first two make-up looks are Vintage Glamour (featuring Penelope Cruz)and Some like it Scarlett (featuring Scarlett Johansson).
You can see all the make-up looks here.
2. Virtual retailing and distribution strategy
Rather than create an island-based venue and attempt to drive traffic out from the mainland, instead a selection of existing Second Life fashion metabrands have partnered with L’Oréal Paris to promote and stock the make-up looks.
The make-up looks are available for free, from the following stores (with more stores to follow):
* Love, Aly
* Calla
* Minx
* Nuclear Boutique
* Nicky Ree
3. Product placement
In support of the campaign and to bring residents even closer to the L’Oréal Paris brand, some of the products featured in the make-up looks have been ’super-sized’ and placed in ...