NARS’ Take on “Shopping on Instagram”
Image via @NARSissist on Instagram
I am one of those consumers who almost exclusively shops online and, about 90% of the time, I see something I want to buy for the first time on Instagram. Lucky for my wardrobe, unlucky for my bank account, the Shopping on Instagram feature – which was introduced on a limited scale late last year – has been massively expanded. E-commerce company Shopify and Instagram have opened up the shoppable feature to thousands of merchants – now I can buy an item I see in an Instagram post without even leaving the app. (Send help!!!)
The feature sounds cool on its own, but of course, NARS had to make it even cooler. Yup, they used the feature to create even more hype around an already-hyped Holiday collaboration with Man Ray. How? Simple. The most trendy item of the collection, a Man Ray lips-embossed golden highlighter, was released exclusively to purchase via Instagram’s shopping feature – for ONE DAY ONLY. In sum, NARS did an excellent job of using a feature from Instagram and taking it to the next level of social media marketing. Bravo.
Posted by Giana