Well guess what? In this week’s issue of Grazia, a certain Miss Cheryl Cole is getting in on the Augmented Reality scene, courtesy of L’Oreal Paris.
Yes, those discerning types who have purchased the latest mag, will find a double page spread of La Cole looking fox force five in possibly the glossiest lipgloss you’ve ever seen (that’ll be GlamShine Reflexion in Sheer Cassis from L’Oreal Paris, then). The ad also features a large clapperboard symbol, and that is the magic trigger that, when held up to your computer’s webcam, will launch an exclusive three and a half minute behind-the-scenes video featuring Cheryl on the latest L’Oreal TV commercial shoot. The advertisement was directed by Jake Nava, the man behind Beyonce‘s most memorable RnB music videos, such as Single Ladies and Crazy In Love, no less. And Grazia is giving you a sneak peek, because the commercial doesn’t air on TV until June 9th!
So grab the current issue and watch Cheryl Cole step off the page and come to life…
It looks like Alice in Wonderland-themed cosmetics ranges aren’t the only way the 3-D movie spectacular has infiltrated the beauty world. Dior has just released a new “augmented reality” Web site for its Miss Dior Cherie perfume to bring the popularity of three-dimensional technology to fragrance. The idea is to provide a live direct or indirect view of a physical real-world environment with elements that are enhanced by computer-generated imagery. In this case, the physical real-world environment is a colored picture of the Dior fragrance ad that you can print out from your computer. Once it’s printed, you simply hold it up to your Web cam to reveal a pop-up book version of the image on your screen. From there, all the newly visible elements are clickable, including a bouquet of flowers that leads you to information about the feminine eau’s floral notes (which include violet, pink jasmine, and strawberry leaves) and a camera icon that takes you to a cut of Sofia Coppola’s fantastically happy commercial for the scent starring Maryna Linchuk. The short film itself is not in 3-D, unfortunately, but we would happily don a pair of those black-rimmed, cornea-bending glasses to watch its scenes of candy-colored macarons and warm Parisian sunlight jump out right in front of our face. Virtual reality can be oh-so satisfying.
The london based fashion studio Cassette Playa presented their latest collection using augmented reality during london fashion week. the collection featured outfits that had embedded digital codes on them, that when viewed through a digital camera added a virtual layer over top. for the presentation, models walked up and down the catwalk, stopping at the front to pose in front of a camera. the camera’s view was projected on a screen where the virtual designs could be seen. each virtual design was created as a n extension of the wearer, allowing them to become something different through the clothing. http://www.cassetteplaya.com
The women’s glossy magazine features augmented reality codes, with music and 360-degree views of spring fashions.
The augmented reality edition of Grazia, with a virtual performance by Florence and the Machine.
Bauer Media’s women’s fashion glossy Grazia will jump on the 3D bandwagon today with an augmented reality issue featuring Florence and the Machine singing and dancing on the front cover.
The “walk-in, talking Grazia” will feature augmented reality (AR) codes throughout the issue, activated by holding the magazine up to a webcam or iPhone.
As well as a virtual performance by Florence and the Machine singing You’ve Got the Love, it will offer readers a 360- degree view of the latest spring fashion trends. Grazia’s editor-in-chief, Jane Bruton, described the effect as “stunning”.
The issue was created by Bauer and the interactive creative agency Wardenclyffe. The magazine is offering readers a guide to the new technology at graziadaily.co.uk/3D.
An iPhone app will unlock further special features, including the ability to “spin Florence around by blowing into your iPhone and take a picture of her in any location”, said Bauer.
The Digital Cosmetic Mirror by industry giant Shiseido can be used to test make-up and recommendations without even having to pick up a mascara brush! Using augmented reality to do sampling is a novel way to involve consumers, and can be a useful technology for saving on waste.
