Bareminerals invited consumers on a virtual seaside escape with brand ambassador Hailey Bieber for its latest campaign celebrating its new liquid mineral foundation and matching concealer this week.
As brands of all backgrounds continue to search for digital alternatives to the real world promotions of pre-pandemic days, Bareminerals hosted a shoppable “Virtual Villa” on a standalone site earlier this week. In a nod to the current gaming craze, the virtual event carries a futuristic, video-game like format that encourages users to click through the airy villa to enter rooms and watch content from both Bieber and a range of skin experts, participate in interactive activities like making their own content via QR codes located throughout the experience, and shop the site’s online store that links to purchase on the brand’s original site.
Though beauty sales have suffered overall since the pandemic began, online beauty sales were up 90% in the same period according to Gartner’s Digital IQ Index: Beauty, making Bareminerals’ virtual shopping vacation a good choice for the current consumer who doesn’t want to enter a store right now. Leading brands in Gartner’s ranking tapped into virtual events as a tool for data collection and to encourage loyalty through consistent touchpoints, something Virtual Villa’s gamified format plays into. Additionally, integrating shopping links to facilitate purchases helps shorten and smooth out the path to purchase.
The gamified campaign is the first of its kind for Bareminerals, though it has experimented with virtual influencer events and shoppable livestreams in the past. Indeed, as Jill Scalamandre, Bareminerals global brand president reflects “COVID forced us all to accelerate our digital and virtual thinking.”