The Grazia campaign stars Glam Shine Reflexion spokesperson Cheryl Cole, who will come to life off the page in an exclusive three and a half minute, behind-the-scenes film of the making of the TV commercial.
As reported on InPublishing’s website, a DPS in Grazia will point readers to www.lorealparis.co.uk/cheryl, where an embedded AR symbol will activate when held up to a webcam, unlocking the backstage film with Cheryl Cole promoting the new Reflexion range. The activity broke in last week’s Grazia with two further issues carrying the creative in June and July, with support from www.graziadaily.co.uk. And the L’Oréal Paris Glam Shine Reflexion TV commercial airs from June 9th on in the UK. The TV commercial was directed by the widely acclaimed Jake Nava, the man behind Beyoncé’s most memorable Rn’B music videos, such as “Single Ladies” and “Crazy In Love”.
Earlier this year, Grazia harnessed AR technology to present Florence Welch singing and dancing off the cover to her hit “You’ve Got The Love” in a 3D virtual space. Lisa Tookey, Associate Media Director of Grazia, commented: “We were thrilled by the response to our Florence issue – from clients and consumers alike – underlining Grazia’s unrivalled ability to deliver a unique environment to reach, influence and engage with an upscale audience. It has been hugely exciting to work with L’Oréal Paris, Cheryl and Jake to launch Glam Shine Reflexion, especially on such a creative, cutting-edge campaign.”
A L’Oréal Paris spokesperson added: “We wanted to introduce the Reflexion range to consumers with an original and memorable cross-platform push. The combination of Cheryl’s talent, Jake’s genius music direction, and Grazia’s innovative advertising approach, has created a campaign that will truly standout.”