Pacific Magazines and Priceline Pharmacy will today debut Snapchat Spectacles at the Virgin Australia Melbourne Fashion Festival (VAMFF), with exclusive behind-the-scenes beauty footage at the grand showcase.
VAMFF’s official hair and beauty partner, Priceline Pharmacy, and BEAUTYcrew will use Snapchat’s newest technology to stream backstage content through the eyes of leading beauty experts.
Users will be given a backstage pass into the glamour and drama before models hit the runway for the festival’s pinnacle event.
Mark O’Keefe, general manager of marketing at Priceline Pharmacy, said: “Our partnership with BEAUTYcrew today is about bringing exclusive and innovative content to our customers through social media.
“For the first time, we’ll be giving our audience a live, first person view of what it feels like to be behind the scenes at one of the biggest fashion and beauty events in the country.”
Priceline Pharmacy has flown in a selection of beauty advisers from stores around the country to work backstage at VAMFF, to be led by Priceline makeup director Rae Morris and Priceline hair director Kenneth Stoddart.
Alex Noonan, content director at BEAUTYcrew, said: “We’ve seen incredible success with live video in the last six months and Snap Specs offers a fun evolution of this strategy.
“Our audience crave service-driven content and this new technology allows us to give them an exclusive backstage pass while teaching them a new season trick or two from the unique perspective of the makeup artist.”
Today’s activation will be pre-promoted across BEAUTYcrew’s Facebook, Instagram and Snapchat, in addition to Pacific’s other beauty and fashion brands, including Marie Claire and InStyle.
Joanne Jenkinson, head of network innovation and social at Pacific, said: “Snapchat is an increasingly important platform in our social strategy.
“We’re always challenging ourselves to come up with new ways to engage with our consumers on this channel and connect them with our partners.
“Our social content is always delivered with not just our audience in mind, but also the platform on which it’s delivered, and this new execution from BEAUTYcrew demonstrates how we engage our fast-scrolling Snapchat audience in a real-time and snackable way.”
The grand showcase is presented by BEAUTYcrew’s stablemate, Marie Claire.