There’s no denying the power of an active and engaged social network, and its impact has never been stronger than it is today. As we continue to rely on digital connections during this otherwise isolating time in our fight against COVID-19, our social communities—albeit via Instagram, Facebook, Snapchat, and others—have helped to foster the human connections we’re so desperately missing while staying at home. While the success of all-encompassing social platforms has proven to be influential for users and brands alike, the emergence of niche social communities, such as Airblack, has proven to be a new type of social outlet for beauty lovers to unite.
As a $532 billion-a-year industry, it’s clear the beauty community is a vast and dedicated one. In recognizing the growing popularity of beauty across editorial, video, and influencer content, Perfect Corp. identified an opportunity to build a more targeted fan group and dedicated beauty-loving social community—one that recently amassed over 47 million registered users globally. In recognizing the synergies between a virtual try-on beauty experience and a supportive, empowering the social community, online makeup and beauty learning platform Airblack found a way to merge the two in order to create an immersive virtual beauty universe within its platform experience. The result was an interactive world of virtual beauty try-on combined with a beauty-loving social community that united fanatics in a special beauty-centric digital world.
