Adding a New Dimension to AdvertisingThe Effects of Augmented Reality on Brand Attachment

Lauren B. Grady

$90 billion in investments by 2020

AR’s various uses in advertising

Importance of brand attachmentDoes AR enhance brand attachment and how?

How I did it.

How I did it.

L’Oreal Loyals

Competitor Customers

Non-Makeup Naturals

Brand-Self Connection

Trusted Friend & Advisor

Favorability

Versatility

Brand Prominence

“It makes me more likely to buy it, because I’ve already tried it on. Half the time, I buy it and don’t like how it looks. So when you try it on first, it helps.” - Competitor Customer

Boldness

Purchase Intent

Best Practices

Strengthening Brand-self Connection

Enhancing Brand ProminenceBoosting Purchase Intent