Promoting perfume online can be a challenging affair, as the tech sector hasn’t quite figured out how to transmit scents over the Internet. But billboard advertisers and TV commercial producers know that visuals can make for a powerful stand-in.
The partners have released a new Portal Lens-based game that invites U.S. Snapchatters into the virtual environment of the Gucci Bloom Garden of Dreams. As Mazzy Star’s “Fade Into You” plays in the background, users navigate a lush green labyrinth, seeking out hidden bottles of all five Bloom fragrances, including the newest, Gucci Bloom Profumo di Fiori.
A flowing fountain and red flowers accent the scene, and when players find the perfumes, a shower of rose petals celebrates the win. There are hidden extras, plus a redirect to the Bloom landing page.
The idea is to offer a bit of magic and whimsy, through the use of Snap Inc.’s technology.
Gucci Beauty previously partnered last year with Snap to develop a lens integrating virtual animations into reality for Gucci Mémoire d’Une Odeur. Now the latest Bloom Portal lens aims to transport fans into a 3-D environment where they can interact with virtual objects.
Gucci has long partnered with Snap on various AR projects — including an at-home shoe try-on and the Harmony Korine Snapchat Spectacles and Portal Lens holiday collaboration — but the game marks the first Portal Lens for the brand’s beauty group.