11 months ago
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This year’s Glossy Beauty Awards highlight the incredibly competitive industry and also consumers’ desire for new and innovative products from the brands they love.
The most prominent trend among brand submissions this year was product category expansion. Other trends included consumer-centric marketing approaches and increased transparency. Many brands showed that delivering clean, effective products, personalized experiences and meaningful connections to their audiences is a priority. And all entries carried a throughline of increased focus on community. Launching initiatives such as mentorship programs and influencer squads for building and nurturing the brand community were among popular tactics.
A notable finalist for one of the new categories this year, Best Use of Emerging Technology, is YSL. To create an unforgettable, immersive beauty experience, the luxury beauty brand created the ”YSL Beauty Zone VR Pop-Up” at Sanya Mall, in partnership with China Duty-Free Group. The pop-up blended offline retail and VR immersion, with the intention of redefining beauty engagement. By using an Oculus VR headset, users could be instantly transported to a 360-degree beauty zone. They used an intuitive controller to become active explorers in the experience, which highlighted three pillar YSL products: the Bold High Pigment lipstick, the signature Libre perfume and the Night Reboot serum. Users spent an average of over 300 seconds immersed in the VR environment. The encounter boosted purchase intent and sparked user-generated content sharing among younger audiences, generating organic buzz and social media virality.
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English (US) ·