• by Larissa Faw , September 1, 2016

Smashbox and its agency Omelet are raising awareness for the cosmetics brand with a 360° virtual reality tour of its photo studios. This focus underscores the brand's heritage. Founded in 1996, Smashbox the cosmetics line was launched out of  Smashbox Studios’ need for dependable, long-lasting makeup for photo shoots.  

The new VR video debuts on several platforms including YouTube and Facebook. The tour is also timed to coincide with the newly redesigned Smashbox Cosmetics website.  

The video, shot on location at Smashbox Studios in Culver City, is designed to celebrate everything from the brand’s history and studio location to its people and products. Featured are three behind-the-scenes photo shoots, where Smashbox spotlights what goes into creating a beauty brand and showcases the cosmetic brand’s new lighting technology.

 "The brand and the people within it are truly a creative force and our goal with this 360° VR tour was to invite fans into the famous Smashbox Studios for the chance to see how multifaceted the company is," says Ricardo Diaz, executive digital director, Omelet.

 “VR is surprisingly high-tech for a make-up brand and its fans, but that is one reason why we are so excited about this project,” says Kaitlyn Greer, digital producer, Omelet.

This digital focus is illustrative of parent company's Estee Lauder's shift in its advertising. Approximately 30% of its total advertising spending this year is digital, up 15% from last year.