When a new line of cosmetics comes is about to come out, the social media beauty community starts buzzing with excitement online. For the launch of its of its newest collection with designer Christopher Kane, NARS took to Twitter to make the most of the power of the crowd.
The NARS Christopher Kane Breakthrough experience was crafted, which involved encasing the cosmetic collection in a rotating black orb, livestreamed on social media. Users on Twitter were invited to be part of the "breakthrough" by using either the #NARSChristopherKaneUS or #NARSChristopherKaneUK hashtag, which would trigger a high-pressured pneumatic hammer to smash the ball. By participating, one lucky Twitter user from each country had the chance to win the entire new collection for free.
As a result, there were between two to six tweets sent out per second from the UK and US respectively, bringing in over 38,000 tweets to announce the launch of this line.
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