THE WHAT? Dior’s beauty arm has teamed up with South Korean social media app Zepeto to launch a digital makeup collection, aimed at a Gen Z audience.
THE DETAILS Marking Zepeto’s first beauty collaboration, there are nine looks in the collection, with users able to create 3D avatars of themselves.
These can then virtually try on the looks created by Dior Creative & Image Director Peter Phillips.
Zepeto took to Instagram to announce the partnership, stating, “DIOR beauty has arrived in ZEPETO! Discover 9 iconic Makeup Looks exclusively created by Peter Philips – Creative & Image Director for Dior Makeup – for ZEPETO. Ready to try them all.”
THE WHY? Beauty brands have long since enjoyed successful partnerships with the virtual world, with luxury brands such as LVMH, Parfums Givenchy and Prada having previously teamed up with game Animal Crossing.
The cross-industry collaborations allow luxe brands to access a younger audience.