Make-up girl: Lagerfeld video full of character

International – Fashion designer Karl Lagerfeld has created fictional character Mon Shu Girl to promote his forthcoming collaboration with Japanese beauty brand Shu Uemura.

The character has made her first appearance in a video to promote the forthcoming Shu Uemura and Lagerfeld capsule collection. In the video, an animated Lagerfeld is shown drawing with Shu Uemura make-up. Then, in Pinocchio fashion, his creation – the red-eyed, bob-sporting Mon Shu Girl – is brought to life.

Creating imaginary characters and harnessing the power of storytelling is a great way for brands to engage with consumers, friends and fans. This approach to marketing – or as we call it Faction Marketing – will be one of the topics of LS:N Global’s autumn/winter Trend Briefing.

For more on retailers embracing characters to sell their brand, read the Personality Brands microtrend.