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Smashbox Cosmetics Opts For Virtual Reality

The indie-spirit cosmetics brand Smashbox is going on VR business today, using the concept to show what’s behind the story.

Acquired by Estée Lauder in 2010, Smashbox is using 360° video for a tour of Smashbox Studios, the fashion photography studio in Culver City, Los Angeles, where the brand was born.

Let’s take a look for the 360° video here,

The 3 minute video is highlighting the studio and showing off brand products. Davis Factor, the photographer enters the studio with Lori Taylor David, the brand’s global makeup artist.

The studio has some versatile rooms called “Bigbox” that turns into a “Lightbox” studio. Audience can see behind-the-scenes after a quick round around the studio.

Ricardo Diaz, Executive Digital Director, Omelet, who created the video says,

We wanted to show how Smashbox relies on technology, for not only their products but also their marketing, We’re hoping it builds more awareness around the brand’s products, but also helps it connect with its fans in a new and innovative way.

The brand is also promoting the video by sending Google Cardboards to its network of 400 influencers.

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