The IOPE Air Cushion Proves It's Applicable Without Gravity
Vasiliki Marapas — July 10, 2015 — Marketing
Korean agency Innored proves that beauty can be pretty badass, with this zero gravity makeup stunt promoting the IOPE Air Cushion. A brave Korean woman volunteered to apply the stuff while inside a giant plane nosediving towards the earth, leaving her entirely weightless in the process.
While there is very little correlation between cosmetics and gravity (as in, I doubt that any woman has ever considered the implications of applying her concealer without it), the stunt is nonetheless very impressive.
Along with wow viewers, the commercial also seeks to prove that Korean women are not as "naturally beautiful" as many might assume, but actually do rely on products such as the IOPE Air cushion for full, professional-looking coverage in a fraction of the time.
While there is very little correlation between cosmetics and gravity (as in, I doubt that any woman has ever considered the implications of applying her concealer without it), the stunt is nonetheless very impressive.
Along with wow viewers, the commercial also seeks to prove that Korean women are not as "naturally beautiful" as many might assume, but actually do rely on products such as the IOPE Air cushion for full, professional-looking coverage in a fraction of the time.
Trend Themes
1. Zero Gravity Stunts - Brands can create viral and shareable content by promoting their products through zero-gravity stunts.
2. Professional-looking Coverage - Cosmetic brands can focus on creating products that offer full, professional-looking coverage in a fraction of the time for consumers seeking efficiency and convenience.
3. Challenge-based Marketing - Using challenge-based marketing tactics can encourage consumers to try products in innovative and exciting ways for increased engagement and interest.
Industry Implications
1. Cosmetics - By focusing on creating products that offer professional-looking coverage in a fraction of the time, cosmetic companies can attract consumers who value efficiency and convenience.
2. Advertising and Marketing - Zero-gravity stunts and challenge-based marketing tactics can be used by advertising and marketing firms to create engaging, shareable, and viral content for their clients.
3. Tourism and Travel - Tourism and travel companies can partner with brands to create unique experiences for customers, such as zero-gravity makeup stunts, that promote both the product and the destination.
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