# Smashing Cosmetic Campaigns NARS' Social Media Beauty Campaign Had Fans Unveil a New Product Line By Laura McQuarrie | Published 2015-04-24 | Fashion Source: Trend Hunter, https://www.trendhunter.com/trends/social-media-beauty References: [psfk](http://www.psfk.com/2015/04/nars-cosmetics-tweets-engagement-christopher-kane.html) & [narscosmetics](http://www.narscosmetics.com/USA/christopher-kane-2015.html) 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](https://www.trendhunter.com/trends/smashbox-x-ilka), [NARS](https://www.trendhunter.com/trends/nars-campaign) took to [Twitter](https://www.trendhunter.com/trends/skincare-campaign-1) 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. ## Trend Insights (Trend Hunter) - Score: 4.3/10 - Popularity: 48% | Activity: 72% | Freshness: 8% - Audience gender: 30% men, 70% women - Primary generations: Gen Z, Millennial - Top markets: North America, Europe ## Categories [Trend Hunter](https://www.trendhunter.com/trends) > [Fashion](https://www.trendhunter.com/fashion) > [Cosmetics](https://www.trendhunter.com/cosmetics) ## Key Themes ### Why This Trend Is Growing - **Social Media Beauty Campaigns:** Using social media to launch and build excitement for new cosmetic collections. - **Crowdsourced Product Launches:** Inviting social media users to participate in launching and unveiling new products through interactive experiences. - **Innovative Product Packaging:** Using visually appealing and unique product packaging to create excitement and buzz around new collections. ### Industries Being Reshaped - **Beauty and Cosmetics:** Using social media to engage customers in the launch of new collections and create excitement around new product releases. - **Social Media:** Creating engaging and interactive social media campaigns to launch new products and build brand awareness. - **Marketing and Advertising:** Bringing innovation and creativity to product launch campaigns through the use of interactive experiences and unique packaging designs. ## Related on Trend Hunter - [Celebratory Artist-Created NFTs](https://www.trendhunter.com/trends/nars-campaign.md) - [Dynamic CGI Mascara Campaigns](https://www.trendhunter.com/trends/maybelline-new-york.md) - [Gamified Beauty Pop-Ups](https://www.trendhunter.com/trends/the-players-lounge-popup.md) - [Silent Drama Campaigns](https://www.trendhunter.com/trends/hypnose-drama-mascara.md) - [Pre-Release Cosmetics Programs](https://www.trendhunter.com/trends/too-faced-2.md) - [High-End Beauty Campaigns](https://www.trendhunter.com/trends/la-beaut-louis-vuitton-campaign.md) - [Beauty Hack-Inspired Campaigns](https://www.trendhunter.com/trends/vaseline-world.md) - [Horror Doll Makeup Campaigns](https://www.trendhunter.com/trends/urban-decay-x-m3gan.md) - [Disruptive Cosmetics Stunts](https://www.trendhunter.com/trends/road-to-radiance.md)