Brand innovation update: August
Guerlain’s Sound of Craft ASMR campaign
French beauty brand Guerlain has introduced Sound of Craft – a series of sensory videos that display the craftsmanship involved in making its products.
The series of four videos are designed to appeal to viewers’ senses, with beautiful images accompanied by sounds made during the production process that trigger an autonomous sensory meridian response (ASMR).
Viewers can watch honey being harvested or lipstick being made as an ode to the wonders of nature fused with human expertise.
