DKNY gets a new selfie filter for perfume campaign

DKNY is teaming up with the Chinese app developer Meitu for its latest fragrance campaign.

The beauty brand has joined forces with the developer's selfie app BeautyPlus to promote its 'DKNY Stories' perfume in the Asia-Pacific region, in the form of an exclusive DKNY-branded in-app filter themed around the lifestyle label's hometown of New York.

The filter features an authentic Manhattan background image, with the city's iconic skyline reflected in a pair of pink sunglasses and the hashtag #NYMADEME scrawled over the Empire State Building. It has been designed to offer BeautyPlus users "a small bite of the Big Apple," according to the developper.

"It was such an exciting opportunity for us to integrate DKNY's brand image and into an exclusive filter for our app," said Kathy Park, General Manager of Business Development at the Meitu Korea office, in a statement. "Now is the time to move beyond traditional ad formats and focus on ‘Retail-tainment' strategies that allow brands to communicate with potential customers more interactively through unique and engaging content."

The campaign, which will run in Singapore, Hong Kong, Taiwan, Vietnam, Thailand, the Philippines, Malaysia, South Korea, Australia and New Zealand, is the latest high-profile beauty collaboration for Meitu, which has previously partnered with brands like Tarte Cosmetics, L'Oréal Paris, Estée Lauder and Sephora. The company, whose apps include MeituPic, Meipai, SelfieCity, BeautyCam, BeautyPlus, BeautyPlusMe, Airbrush and MakeupPlus, is one of the biggest names in the virtual reality beauty business, and its apps are used by more than 454 million people worldwide.