France – Luxury beauty brand Guerlain is introducing a series of videos using ASMR, placing its long-standing sensory savoir faire in the spotlight.
With the Sound of Craft campaign, Guerlain is inviting viewers to discover the multisensory nature of the making of the brand’s high-end beauty products. The four videos aim to engage the audience's senses, layering picturesque sightings with ASMR sounds generated by an artisanal production process. Instead of focusing on the products, the videos draw attention to the know-how needed to create products such as the Abeille Royale Advanced Youth Watery Oil and Rouge G lipsticks. With viewers seeing honey harvested and oil being gently poured, the initiative is an invitation to slow down and appreciate the wonders of nature and the skills of makers.
Expect craftsmanship-centric campaigns and conservation efforts to play a big role in the future of luxury, inviting senses into storytelling to keep consumers engaged.
Strategic opportunity
Consumers are hungry for content revealing what happens behind the scenes. Consider whether you could convey craftsmanship and engineer deeper engagement in your communication strategy by channelling synaesthesia