{"id":66208,"date":"2023-08-10T11:35:15","date_gmt":"2023-08-10T10:35:15","guid":{"rendered":"https:\/\/www.dutyfreehunter.com\/blog\/?p=66208"},"modified":"2023-08-10T11:35:15","modified_gmt":"2023-08-10T10:35:15","slug":"light-the-way-nars-launches-travel-exclusive-makeup-collection-with-metaverse-campaign","status":"publish","type":"post","link":"https:\/\/www.dutyfreehunter.com\/blog\/light-the-way-nars-launches-travel-exclusive-makeup-collection-with-metaverse-campaign\/","title":{"rendered":"LIGHT THE WAY: NARS launches travel exclusive makeup collection with metaverse campaign"},"content":{"rendered":"

Shiseido Travel Retail strengthens prestige brand NARS\u2019 position as a leader in creativity and self-expression through omnichannel beauty experiences with NARS LIGHT THE WAY: a 360-campaign that transcends the virtual and physical world to engage travellers throughout their journey.<\/p>\n

LIGHT THE WAY drives awareness of NARS\u2019 travel exclusive products through a seamless O2O journey led by a WeChat Mini Program, elevated with Web3 elements, and culminates in a high-impact physical activation in Hainan this August.<\/strong><\/p>\n

Evelyne Ly-Wainer, Chief Commercial Officer, Travel Retail Asia Pacific at Shiseido Travel Retail commented: \u201cI am thrilled to unveil the next chapter in NARS\u2019 exciting digital journey. Connecting directly with travelers to strengthen brand equity is at the heart of Shiseido Travel Retail\u2019s strategy to drive sustainable growth, and NARS LIGHT THE WAY supports this by elevating our online and offline brand storytelling to new heights. I thank our longstanding partner, China Duty Free Group, for its ongoing support for NARS as we explore how the NARS LIGHT THE WAY universe can create a truly unforgettable travel journey to Hainan.\u201d<\/p>\n

\"\"

Dorothy Liu, Deputy General Manager of Perfume and Cosmetics Department, Central Merchandising Division at China Duty Free Group, added: \u201cIt is a pleasure to partner with Shiseido Travel Retail to bring another ground-breaking digital innovation from NARS to life. Standing at the crossroads of personal expression and brand immersion, I am confident that NARS LIGHT THE WAY will inspire a new generation of beauty shoppers in Hainan. We thank the team at Shiseido Travel Retail for their partnership in helping us to push the boundaries for traveler experiences across the virtual and physical worlds in travel retail.\u201d<\/p>\n

In a first for NARS Travel Retail, the LIGHT THE WAY virtual world is fronted by two metahumans, deepening the immersive brand experience and interaction. AjA, a sporty enthusiast with a strong passion for fashion and beauty, guides users through larger-than-life Augmented Reality (AR) experiences in the virtual world; and MonoC, a leading \u201cMetahuman Artist\u201d, inspired the world\u2019s AR filters and digital collectibles through her style.<\/p>\n

https:\/\/www.dutyfreehunter.com\/blog\/wp-content\/uploads\/2023\/08\/NARS-Light-the-Way-30s-campaign-video.m4v<\/a><\/video><\/div>\n

 <\/p>\n

Building on the<\/span> success of <\/span>NARS\u2019 <\/span>debut virtual animation in 2022,<\/span> LIGHT THE WAY <\/span>represents<\/span> the prestige brand\u2019s digital-first mindset<\/span> in engaging Chinese travellers<\/span>.<\/span> The campaign reinforces <\/span>Shiseido Travel Retail\u2019s <\/span>role,<\/span> as a leader in beauty innovation within travel retail, and its <\/span>commitment to<\/span> creating unique value for travelers and driving engagement through digital experiences<\/span>. <\/span>Inspired by NARS bestsellers and travel exclusives, the LIGHT THE WAY <\/span>WeChat <\/span>Mini Program <\/span>(<\/span><\/span>access via QR code on right<\/span><\/span>) <\/span>hosts <\/span>NARS\u2019 <\/span>virtual<\/span> world <\/span>in <\/span>a<\/span> #LightTheWay universe<\/span>:<\/span><\/span>\u00a0<\/span><\/p>\n