ucci Beauty has developed the first Snapchat Portal AR Lens, the immersive Augmented Reality experience launched last Sunday as part of the campaign to promote the company’s Bloom fragrance range in the United States.
The Augmented Reality portal lens game allows users in the U.S. to walk into the portal and be transported into the Gucci Bloom Garden of Dreams, virtual environment. Snapchat users can navigate through the lush green labyrinth, searching for the hidden bottles of all five Bloom fragrances, including the newest, Gucci Bloom Profumo di Fiori as they listen to Mazzy Star’s “Fade Into You”.
The portal features flowing fountains and bright red roses to enrich the experience, when Snapchatters find the hidden perfumes, a shower of rose petals celebrates the win. There are hidden extras, as well as a redirect to the Gucci Bloom landing page.
In a recent interview, a Gucci spokesperson stated:
“Especially since we’re all spending more time at home and indoors this winter, we hope this virtual ‘escape’ brings a little joy and springtime fun to our fans,”
This isn’t the first time that Gucci has utilised Snap Inc.’s technologies, last year Gucci Beauty created an Augmented Reality lens integrating virtual animations into reality for Gucci Mémoire d’Une Odeur. The Gucci fashion line has also created a range of lenses including a Gucci shoe try-on with Snapchat and the G-Timeless watch try-on on their app.
However, promoting perfume online can be a challenging proposition, marketers need to constantly come up with innovative ideas with visuals making a powerful stand-in. The latest Bloom portal lens aims to transport Snapchat users into an immersive experience where they’re able to interact with the environment around them.