These days, integrating fashion, beauty and technology is nothing new. But during Fashion Week last weekend makeup artist Charlotte Tilbury literally put a virtual 360-degree spin on it.
Though many companies have invested and relied heavily on digital media and technology to tell a brand’s story, Charlotte may be the first beauty company to launch a fragrance via a virtual reality film campaign.
On Saturday, September 10, the three-year-old company’s founder and creator teamed up with Samsung for this event in the heart of the Meatpacking District to launch the beauty brand’s first perfume, Scent of a Dream.
Samsung 837 is a technology-like hub offering immersive and virtual reality experiences where viewers become interactive parts in what they’re seeing. From art installations to trying new products, the enormous space also offers live music, performances, screenings, workshop areas and a café.
For the Scent of a Dream release, the tri-level, state-of-the–art area hosted more than 1,500 fashion-minded folks during the day, all of whom wanted a scented experience. Later that evening, 200-plus influencers, bloggers, industry insiders, celebrities and models attended Charlotte’s perfume launch party, which ran from 6 p.m. to 8 p.m.
Attendees were wooed with makeup stations where golden, dreamy, ethereal makeovers inspired by the perfume were applied. Samsung tablets were readily available to take photos to post onto one’s social media. In another area, guests took selfies, which would later be used as part of an art installation. They also snapped shots of themselves in a 360-degree photo booth and entered the Social Galaxy: a mirrored, cylinder-like tunnel which displayed a rotation of thousands of Charlotte’s Instagram photos and hashtags.
Fans were treated to lip reading experts and dream interpreters. Many sipped Charlotte’s signature Raspberry Rascal and Skinny Bitch cocktails while music from the spinnings of DJ Harley Viera-Newton spewed from speakers. And of course they were also able to preview Scent of a Dream.
But it was the two-minute movie/ad campaign that was projected onto the main screen and featured longtime friend Kate Moss, the face of the fragrance, that was the chief attraction. Another version took center stage at virtual reality stations using Samsung Gear VR where viewers see, and thus feel, as though Kate is taking your hand and acting as a celestial guide.
Inspiration for the premise of the film and the name of the perfume came from a partygoer who was attracted to Charlotte’s perfume. While at a friend’s home in Notting Hill several years ago, he came up to the makeup maven and told her he dreamt that he had fallen in love with a woman who was wearing a specific fragrance, which he claimed he could smell. Charlotte, passionate about perfume, and who for years made her own from a concoction of herbs and oils, was intrigued. Was it true? Could you really smell in your dreams?
Francois Robert, a fourth generation nose, and President of the Technical Commission of the French Society of Perfumers, helped Charlotte to create the fragrance.
Scent of a Dream plays upon the theory of the universal laws of attraction, and focuses on psycho-active pheromone notes, which are activated by the body’s heat and stimulate desire. The perfume acts as a portal that attracts love, light, power, positivity and sex to the wearer.
Those who wanted a piece of the dream could purchased a bottle for $100 on site, and went home, happy to know it was part of their reality.