Following the launch of ASOS Face + Body last year, the British online fashion and beauty retailer is introducing a video series with its influencer network, also known as 'Insiders.'
When the ASOS Face + Body makeup collection was first introduced, it was shared with consumers through an inclusive 'Go Play' campaign that spotlighted "endless ways to be you." Themes of beauty, gender, identity and expression are also explored in the new series, with episodes such as 'Gender, Identity and Performance' and 'Bio Glitter and Body Confidence.' In the episodes, the Insiders are given a challenge, such as discovering a drag alter ego or creating a full-body look with nothing but glitter.
The Gen Z-targeted mini-series on YouTube stars ASOS Insiders Joel, Anaelle, Alice, Luca and Uche.
Exploratory Beauty Campaigns
The ASOS Face + Body Series Talks Identity, Gender & Beauty
Trend Themes
1. Inclusive Beauty - The exploration of beauty, gender, identity, and expression in the ASOS Face + Body Series presents opportunities for the development of inclusive beauty products and campaigns.
2. Gender Diversity - The focus on themes of gender, identity, and performance in the ASOS Face + Body Series highlights opportunities for industries to cater to a diverse range of gender identities and expressions.
3. Online Influencer Marketing - The collaboration between ASOS and its influencer network, 'Insiders,' in the video series showcases the potential for businesses to leverage online influencers for effective marketing campaigns.
Industry Implications
1. Beauty - The ASOS Face + Body Series encourages the beauty industry to embrace diversity and develop inclusive beauty products and campaigns.
2. Fashion - The ASOS Face + Body Series presents opportunities for the fashion industry to create gender-inclusive fashion collections and promote diverse expressions of identity.
3. Marketing - The collaboration between ASOS and its influencer network in the video series demonstrates the potential for industries to enhance their marketing strategies by partnering with online influencers.