It may not be the best of times for luxury retail, as stores remain shuttered from the COVID-19 pandemic, but clever marketers are using this forgotten time to forge deep connections. Afterall, with everyone tucked in doors, mobile screen time has skyrocketed, and as data from global research firm Kantar shows, the usage of social media apps have gone up 40 percent. Facebook also recently said that views on Instagram Live have doubled.
While doing their part to embrace health guidelines and encourage people to stay home, luxury brands are also attempting to engage with their social audience in an unprecedented amount of efforts. Over the last few weeks, Jing Daily has seen many creative campaigns that provide entertainment and cultural value to their consumers. Here are the five from Loewe, Prada, Gucci, Manolo Blahnik, and YSL Beauty that have topped our list.
Loewe en Casa — Studio Tours and Demonstration on Instagram Live
Loewe en Casa is an ongoing series of online events and workshops taking place via Instagram Live. The project, which focuses on arts and crafts, features past artistic collaborators and Loewe Foundation Craft Prize alumni. The latter group includes Chilean jewelry artist Rita Soto, who held a live studio tour, and Spanish artist Álvaro Leiro, who presented a live weaving demonstration to show age-old Galician basketry and weaving techniques. By giving the consumers a rare look into the artists’ studios and skills, Loewe ultimately wants to show how much it cares about craftsmanship and the people behind it.
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As part of 'LOEWE EN CASA', we're digging into our archives to look back at some of our past projects and artisan collaborations. The LOEWE Baskets project in 2019 surfaced age-old weaving techniques and explored the cultural significance of baskets as objects of both decoration and utility as part of Salone Del Mobile. One of the collaborators was with Hafu Matsumoto – a Japanese bamboo-weaver who has dedicated his life to mastering the native material. Deeply reverent of bamboo, he weaves ethereal sculptures that bring out its finest qualities. #LOEWE #LOEWEprojects
Prada Possible Conversations — Digital Talks on Instagram Live
Other than doing tours and workshops like Loewe, Prada has initiated a series of digital talks connecting great minds in fashion, art, architecture, cinema, and thought to converse with each other, creating an intimate user-experience much like a Zoom call. So far, there have been two sessions, the latest one featuring the artist and filmmaker Francesco Vezzoli and philosopher Emanuele Coccia on “Love in the Time of Coronavirus.”
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Topic II of #PradaPossibleConversations is "Love in the Time of Coronavirus," a candid discussion between artist/filmmaker #FrancescoVezzoli and philosopher #EmanueleCoccia that will take place on #InstagramLive on April 21, at 6pm CET. ⠀ The conversation comes ahead of Vezzoli's newly announced @FondazionePrada project, "Love Stories," an exploration of emotion through the language of social media.⠀ "Love in the Time of Coronavirus" is part of a series of closely considered conversations that focus on the cultural impacts of our quickly changing world.⠀ With each conversation #Prada will donate to @UNESCO – an organization whose work during the #covid19 pandemic focuses on over 1.5 billion students worldwide who have been affected by school closure.⠀ ⠀ ⠀ Discover more via link in bio. ⠀ ⠀ ⠀ #StaySafe #StayHome
Gucci’s AR-Powered App Relaunch
In an era where people don’t bother to try on real cosmetics, Gucci’s new AR try-ons of lipstick is offering them a no-nonsense approach. As one of the few luxury players that stayed in the app game, Gucci has been persistent with updates and new features to drive direct e-commerce. Since relaunching the 6.0 version two months ago, the app has already had five updates. Upon entering the interface, users can see what Gucci’s new sneakers, eyewear, hats, and lipsticks look like on themselves via AR try-ons, which they can also use to explore decorating their new workspace/home with Gucci furniture. In addition, users can also play nostalgic arcade games and view a gallery of locations that have cultural connection to the fashion house.
Manolo Blahnik’s Smile Initiative — Downloadable Coloring Pages
With this initiative, you can download 10 of Manolo’s original shoe sketches and color them in as you would like. But if you think the brand is only tapping into the adult coloring trend, you might need to look again. The sketches, such as Lyonnia sandals from 2001, inspired by Blahnik’s favorite pink garden roses, showcase not only a piece of the designer brand’s identity, but also its history to millennial and Gen-Z consumers. In addition, the initiative is shedding light on the brand’s nonprofit partner, the Mental Health Foundation in the UK, which offers people tips to manage anxiety amid the global pandemic.
YSL Beauty Tutorials on Instagram
YSL Beauty has boosted its beauty tutorial content in the face of COVID-19. Working with the Dutch makeup artist Celine Bernaerts (286k followers on Instagram), the luxury cosmetics brand offers short tutorials, beauty tips, and make-up practice skills using YSL Beauty products. On Saturdays, the brand throws challenges (#daringtogether) for consumers to learn new looks. Although people are unlikely to wear a bright red lipstick at home, as some posts encourage (“Dare to wear red in the house!”), the skincare routines and natural looks work perfectly for extended time indoors.
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Feeling glowy and luminous? More is more, when it comes to creating a beauty look that appears lit from within. @celine_bernaerts shows you how to glow and proclaim your vibe! PURE SHOTS Y SERUM TOUCHE ÉCLAT LE TEINT FOUNDATION B30 ALMOND TOUCHE ÉCLAT LE STYLO N°2 LUMINOUS IVORY COUTURE BLUSH N°8 FUCHSIA STILETTO TOUCHE ÉCLAT SHIMMER STICK HIGHLIGHTER N°2 LIGHT ROSE SEQUIN CRUSH EYESHADOW N°1 LEGENDARY GOLD MASCARA VOLUME EFFECT FAUX CILS N°1 HIGH DENSITY BLACK ROUGE VOLUPTÉ SHINE N°49 ROSE SAINT GERMAIN #yslbeauty #mattevsglow #glow #mootd