The AR campaign will promote the launch of L’Oreal’s Glam Shine Reflexion lip gloss range.
L’Oreal says the campaign is designed to introduce the range in “an original and memorable cross-platform push”.
The AR campaign sees L’Oreal brand ambassador, Cole, “come to life off the page” in a three and a half minute, behind-the-scenes film of the making of the TV commercial.
Readers will be directed to a website where an embedded AR symbol on the page will activate when held up to a webcam.
The campaign is exclusive to Bauer Media’s weekly fashion glossy and will run in issues throughout June and July.
The L’Oréal Paris Glam Shine Reflexion TV ad airs from 9 June.
Grazia first used AR technology in March using the technology to show cover star Florence and the Machine singing “You’ve got the love” in 3D.
Lisa Tookey, associate media director of Grazia, says its AR initiative “underlines Grazia’s unrivalled ability to deliver a unique environment to reach, influence and engage with an upscale audience”.
The Advertising Standards Authority cleared L’Oreal’s ad starring Cole for its Elvive haircare brand of being misleading and exaggerating the product’s benefits earlier this week.