The sponsorship forms part of a major six-month partnership with Look to create excitement around Smashbox Cosmetics as it expands its UK presence.
A key highlight of the partnership will be a Smashbox Cosmetics virtual shopping wall at The Look Show, where consumers can purchase products using an augmented reality phone app from Blippar. Smashbox Cosmetics will also take centre stage on the catwalk, with the brand creating the new season’s beauty looks modelled at the show.
A feature enhanced with augmented reality, which allows readers to shop for the show’s key make-up looks and hero products, will also run in Look’s post-show magazine reaching more than 600,000 readers.
The Smashbox Cosmetics campaign runs throughout the summer to mid-December, introducing the Look audience to the key studio-inspired benefits of the brand and hero products. Magazine features, print and online display advertising, social media and homepage takeovers also form part of the partnership.
Quita Davis, General Manager for Smashbox Cosmetics, says: “We are thrilled to be partnering with Look magazine on their forthcoming Look Show. We know that our Smashbox Cosmetics fans love fashion and beauty and we see the opportunities to link with key fashion brands as well as sharing what we know about makeup that will have everyone looking flawless for their flashbulb moment, wherever that is, as a really great opportunity. We see a strong synergy with Look magazine and are delighted to be partnering with them on this activity.”
Julie Lavington, Look publishing director, adds: “Look readers have a veracious appetite for beauty and the Smashbox Cosmetics brand is perfect for them. This partnership is all about creating excitement and theatre around Smashbox Cosmetics, and will have readers raring to try it out.”
Stephen Shaw, Opportunities Director for Blippar, responsible for building partnerships with publishers and media owners says: "From our initial creative briefings with Look it was clear they understood the tangible levels of engagement and interaction that Blippar could deliver for Smashbox Cosmetics. But just as important was that they realised the power of creating a stunning event and entertaining brand content that would compel their celebrity guests and readers to blipp-to-buy direct from the Smashbox Cosmetics virtual shopping wall and the post-show Look magazine special."
The multi-platform campaign was created by IPC Creative Media. Media planning and buying was handled by M2M.
The Look Show is an exclusive fashion showcase featuring looks from the high street’s leading brands. It will take place on Saturday 6 October at the Royal Courts of Justice, London.
