Dior uses AR function on Instagram to market sunglasses

Dior is using augmented reality to allow consumers to try on
sunglasses from the comfort of their own smartphones. The brand has
launched a new filter on Instagram that allows users to add the
DiorSoLight sunglasses onto their face in the image.

The luxury brand had previously tested a similar virtual try-on
feature for its DiorColorQuake sunglasses, using Facebook last
September. A spokesperson from Dior told WWD that the brand finds AR
integrations on social media to be beneficial in boosting traction to
both the brand and its productions.

“The filter can also be tried by someone who sees a friend using it
on Instagram Stories, which means Instagram AR filters are basically
designed to go viral. They represent a huge growth opportunity,” the
spokesperson said.

Users can access the Dior filter through Instagram Stories. In
addition to allowing people to add the DiorSoLight sunglasses to their
image, it also offers the option to add a Christian Dior-branded
headband and fun backgrounds.


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