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Charlotte Tilbury enlists Kate Moss for virtual reality 'Scent of a Dream' campaign

Makeup artist Charlotte Tilbury has launched a virtual reality experience starring Kate Moss in honour of the brand’s foray in the fragrance market.

The immersive stunt is the latest element in an extensive global campaign from the beauty luminary to mark the release of her Scent of a Dream fragrance.

The glamorous two-minute-long spot (above) was directed by filmmaker Antoine Wagner and created by production studio Happy Finish, it was shot using Nokia’s OZO VR camera.

Depicting a dream-like vision, the ad transports viewers into outer space with Moss as their celestial guide. The model takes fans on a journey through glittering galaxies to convey “unpredictable, fleurotic world,” the scent aims to capture.

The spot is viewable on a host of VR headsets including Samsung Gear and Google Cardboard, while mobile and desktop users can access a bespoke version of the experience via the Facebook and YouTube apps. It will be supported via a bespoke experiential stunt in Charlotte’s Beauty Boudoir in Covent Garden and Selfridges W1 from today (18 August) onwards, with more rolling out across stores in the US and UK later in September.

Discussing why she created the experience, Tilbury said she wanted to bring to life her scent "for every user in a multi sensory capacity, even the ingredients and how they work."

"In the same way that Frankincense within my scent elucidates the beholder through the sesquiterpenes in it (proven to deliver oxygen to the brain), the VR takes the user literally through a portal into another world," she added.

The makeup artist said she has been "obsessed" with the physics for years, and wanted to explore the history of the universe through the experience.

"When you put on the glasses you are moving through time-spaces – from party, to galaxy, to reality. The wormholes represent the emotional pathways that connect us all, but also the limitlessness of what this perfume can do for each and every one of us!" she finished.

Fashion brands have been flocking to get out of the gate with immersive videos, earlier this year at the close of the London Fashion Awards Elle partnered with H&M to experiment with 360-degree video captured by Samsung’s Gear 360.

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