NEW YORK: FaceCake Marketing Technologies, a creator of 3D virtual shopping software, is working with Lippe Taylor to tell its brand story to consumers, retailers, and media.
The agency was approached by FaceCake and selected as AOR, said Lisa Zlotnick, SVP of media at Lippe Taylor. She declined to disclose the account's budget information. Lippe Taylor is the company's first AOR.
With four staffers on the FaceCake business, the firm is working to increase recognition of the company's augmented reality and image-transformation technologies, especially its Swivel full-body virtual try-on system and its Swivel Close-Up platform.
“We're really excited to be working with a forward-thinking company that will change the retail landscape, so our biggest goal is to talk with the media and show them the technology,” explained Zlotnick.
The firm is engaging a mix of technology, retail, fashion, and business media. Zlotnick added that FaceCake's target audience ranges in age and gender, since both men and women can use the virtual dressing rooms. Lippe Taylor is also helping FaceCake form partnerships with other brands.
Swivel by FaceCake, a full-body try-on system, launched in September 2012 at New York Fashion Week when the technology was available in 20 stores in the US for ten days. The technology allows consumers to virtually “try on” outfits that swivel with them as they move.
The company's Close-Up technology, which debuted at the National Retail Federation Convention in January, lets users try on make-up, jewelry, and other accessories in a two-foot mirrored in-store environment. Zlotnick said “the technology tracks really well, so if you're trying on a pair of earrings and you track your head to the left, it follows you.”
FaceCake also showcased its platforms at the Consumer Electronics Show in January, garnering press coverage from outlets such as The Wall Street Journal, CNET, and USAToday, among others.
While FaceCake is not fully installed at any retail location at the moment, Zlotnick said the brand will launch in some stores this year. She declined to disclose further details on the upcoming plans.
Representatives from the brand were not immediately available for comment.
This story was updated on March 26 to correct the number of Lippe Taylor team members on the account. Four staffers are working on it.