THE WHAT? L’Oréal has unveiled a new campaign for Prada’s Candy fragrance featuring a virtual muse as its face, hailed by the French beauty giant as a world first.
THE DETAILS Shot by Nicolas Winding Refn, the video campaign comprises a series of shorts, inspired by TikTok, where the ethereal face of the scent meets the physical fragrance. The print campaign, meanwhile, shot by Valentin Herfray is said to capture the digital model between dimensions.
THE WHY? Following its acquisition of the licence from Puig in late 2019, L’Oréal is shaking up one of the brand’s signature scents for a new era of shoppers in the hope of capturing the attention of Gen Z.