DKNY releases new campaign for ‘retail-tainment’ with BeautyPlus

Kicking off in Singapore, the campaign will roll-out across other Asia-Pacific countries

DKNY Fragrances has launched a new campaign for its latest perfume, DKNY Stories.

In partnership with selfie app BeautyPlus, the campaign will kick off in Singapore, before expanding into other APAC markets including South Korea, Australia, New Zealand and Hong Kong.

Lasting two weeks in each market, BeautyPlus will use Meitu’s AR technology to offer an exclusive DKNY branded filter showing a Manhattan background and an #NYMADEME animation over the Empire State Building.

Meitu’s General Manager of Business Development, Kathy Park, said: “It was such an exciting opportunity for us to integrate DKNY’s brand image and into an exclusive filter for our app.

“Now is the time to move beyond traditional ad formats and focus on ‘retail-tainment’ strategies that allow brands to communicate with potential customers more interactively through unique and engaging content.”

The campaign will also be offering an online giveaway for customers using the filter, as well as pop-ups and product prizes.

Today, BeautyPlus has over 900 million users globally and also offers customers virtual try-ons of hair and make-up products.