The development of the pieces was done for actions of the La Vie est Belle fragrance, by Lancme, and the clothing vote was done on Instagram
Mara, Amaro’s virtual influencer, was chosen to join Lancme’s squad, becoming the first partnership between the French luxury brand and a virtual content creator.
The novelty was announced last Thursday (15th), at the event that celebrated the fragrance La Vie est Belle, at a party that brought together several celebrities at Palcio Tangar, in So Paulo.
To give gifts to followers, Amaro decided to develop a version inspired by the most voted look and launch an exclusive and limited pre-sales list of the pieces used by Mara at the party.
The golden sequin look, consisting of a cropped top, pantaloon pants and a blazer, was chosen by 55% of the followers through a vote on the brand’s Instagram.
We always seek to include our customers in the decision of our next creations and this action was no different. We analyze the information we receive from consumers on our social networks to create a fun and assertive dynamic with them, who will now also be responsible for choosing a limited and super exclusive collection, which increases our connection with them”, explained Daniel Busch, Senior Creative Director from Amaro.
This is not the first time that Mara has taken part in actions involving the participation of the brand’s followers. In 2021, she underwent a hair transition with the support of the brand’s followers and a poll, promoted by the brand’s official instagram, brought hair alternatives to change the character’s look. About 75% opted for the transition of hair with curls adopted by Mara and which she still cultivates today.
