Dr. Jart+: advert-body-1 by Impero

Creative agency Impero has developed an AR-led integrated campaign for the UK launch of Estée Lauder Companies’ Dr.Jart+ Cicapair range.

While skincare traditionally positions itself as the solution to a specific problem, for the launch of Dr.Jart+ Cicapair Impero offered a more inclusive strategy.

As Dr.Jart+ Cicapair launches in the midst of an epidemic, the brand has taken the opportunity to disrupt the beauty-launch landscape – with a campaign created by Impero centred entirely around AR experiences.

To tell the Cicapair story, Impero created a 360 film, set in one of the busiest areas in the UK. The 30-second film opens on a chaotic Piccadilly Circus, overrun by two skin stressors – pollution and lack of sleep – brought to life as highly visual 3D animations.

At the heart of the film is a 3D Cicapair Tiger, whose roar acts as a catalyst to take the environment from chaos to calm. As the Tiger roars, Piccadilly Circus is transformed into a calming oasis, with Centella Asiatica (Tiger Grass aka Cica) – a key ingredient in the Cicapair range – growing all around and larger-than-life 3D Cicapair products soothing the environment with textures that surround you.

The immersive story is enhanced by an AR portal, which allows consumers and influencers to physically walk into the Cicapair world from wherever they are and explore how to ‘soothe your skin with the power of tiger grass.’