LA based Smashbox Cosmetics has announced that it will be the headline sponsor of the Look magazine highstreet catwalk fashion event as it seeks to expand its UK presence.
This has come as part of a six-month sponsorship deal with the UK magazine, with the multi-platform campaign developed by IPC Creative Media and media planning and buying handled by M2M.
For the event, taking place 6 October, a virtual ‘Smashbox wall’ has been created which has meant buyers can purchase products directly using an augmented reality phone app from Blippar.
The augmented reality app will also be featured in the magazine, allowing readers to shop for the show’s key make-up looks, created by Smashbox, and hero products, running in Look’s post-show magazine.
Smashbox magazine features, print and online display advertising, social media and homepage takeovers have also formed part of the partnership, which has run throughout the summer and will continue until mid-December.