LVMH Group brands are using social-media campaigns to allow consumers to “escape differently” with branded content inspired by “nomadic thinking” during the coronavirus crisis.
Multiple brands within the LVMH stable are embracing the concept which is in response to the global imperative for people to stay home in the midst of the pandemic.
“With physical travel limited to a strict minimum and billions of people around the world asked to remain at home, the desire for distant horizons has rarely been felt so strongly,” the company explains. “People confined to their home must battle boredom as they ponder the closed doors in front of them…”
One of the LVMH Group brands involved in the project is luxury luggage label Rimowa whose Japanese designer Naoto Fukasawa who transformed its iconic aluminum suitcase into a chair, “an invitation to rest, reflect and dream of a radiant future”.
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Another example was the firm’s beauty brand Benefit Cosmetics, which invited followers to join a “globe-spinning” contest to win a year of cosmetics supplies.
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Clos19, the Moet Hennessy e-commerce platform, is publishing content that offers followers a chance to broaden their knowledge of vineyards and grape varieties.
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Part of the LVMH Group brands campaign dips into the pages of its history to share photos shot by French photographer Jean Lariviere in the 1980s for several emblematic advertisements.
In a separate response to the pandemic, LVMH has moved to provide several million surgical masks in France to help those affected by Covid-19.