It’s a Warhol holiday for NARS and the prestige beauty brand is spreading the artistic cheer with a full digital campaign surrounding its limited edition makeup collection with the Andy Warhol Foundation. Launched earlier this month, a new Facebook app from NARS encourages fans to make over their profile and cover photos with a Warhol-eque filter. The interactive app transforms user images into unique pictures inspired by the holiday makeup. Fans can choose from 1 of 4 options, each featuring alternating color schemes, designs, and even product imagery from the Warhol collection.
“The overall objective of this app is to spread brand awareness by giving our loyal fans the ability to interact with NARS Andy Warhol products, pay tribute to the talent and creative spirit of Andy Warhol, and maintain our luxury positioning — all while creating interesting Facebook profiles in the process!” says the brand. To date, almost 4,000 fans have created NARS branded Facebook profile images, helping to spread the company’s holiday messaging in an organic and visually stimulating way through the social community.
NARS has also launched a content heavy micro-site where customers can easily spend “15 minutes” or more learning about the story behind the collaboration. The site currently features shoppable catalogs and videos with an UGC contest launching soon. The interactive catalogs, equal parts dedicated to Andy Warhol’s life and NARS products, features quotes and trivia about the artist and his friends alongside how-to videos creating full makeup looks. Each product featured links directly to a pop-up box that allows users to add the item to their cart without disturbing the flow of the catalog. Similarly the shoppable video, created in the style of Andy Warhol’s Silver Factory films, allows fans to mouse over looks, which then highlights the products used and directs customers directly to purchase. For fans who wish to view the products in a less stylized, more realistic setting, the site also features “Get The Look” videos where NARS makeup artists provide step-by-step instructions on how to apply the products.
NARS’ innovative digital campaign adeptly blends content, commerce, and social marketing to invite fans on a journey through the collection’s story. As Andy Warhol himself would say “Good business is the best art.”
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