With the help of Zoom and VR, beauty brands are hosting virtual launch parties. 

With the help of Zoom and VR, beauty brands are hosting virtual launch parties. It’s no secret that virtual events have been popular during COVID, and beauty brands hosting virtual launch parties to reach young consumers. Marc Jacobs Fragrance treated customers to a performance from pop star Kim Petras, portrait drawings, and experimental photo shoots—all of which took place on Zoom. To promote their new perfume and the event, the brand used the hashtag #PerfectAsIAm on TikTok, which accrued 3.9 billion views. Meanwhile, Fenty Skin hosted a “house party” and used VR to let attendees click around “a video game-style interface” to enter various “rooms” like a “bar” with custom cocktail recipes, a “spa” with product descriptions and shopping links, and a “living room” that featured livestreamed performances from artists like Lil Nas X. (Glossy)