NARS Maison Explicit
A richly detailed campaign extension combining iCommerce, brand expression and immersive storytelling.
NARS,
2024
For a brand like NARS, launching a new product is always major...
...and Explicit Lipstick isn't just any new product.
Conceived and released to coincide with their 25th anniversary, Explicit Lipstick marked a major point in NARS' commercial history. That meant it required an extra special launch celebration that would reach fans of the brand in all corners of the world.
Together, we helped translate their hero campaign film starring global ambassadors Pom Klementieff, Ciara and Camila Morone into a richly imagined extension of the brand world, complete with an immersive commerce boutique where visitors could try on all 30 shades using augmented reality.
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Starting at street level and working their way up to the VIP rooftop, visitors to the NARS Maison Explicit Immersive Experience were given the chance to step deeper into the brand world and surround themselves with the campaign and its stars.
By stopping into the Virtual Boutique guests could explore the full range of Explicit Lipstick in all 30 shades, all perfectly rendered to reflect the nuances of their colour. Then, thanks to Journee's seamless iFrame integration, they could even test it out themselves using NARS' Virtual Try-On tool before purchasing the product directly without ever leaving the experience.
Over in Maison Explicit we created three entirely bespoke spaces inspired by the story of each of the NARS Global Ambassadors. Packed with interactive elements and hidden details, each room had its own unique character and ways for visitors to connect more deeply with the material of the hero campaign film.
Once an Explicit Lipstick collectible had been retrieved from all three spaces, visitors were granted access to the VIP rooftop where they could enjoy their red carpet moment followed by a virtual fireworks display and private screening of exclusive behind-the-scenes content from the campaign shoot.
Moments of joy at every turn.
From hidden Easter Eggs filled with trivia to interactive props from the campaign film and even a cameo appearances from the NARS Power Players, our experience made learning about the brand fun and engaging.