Luxury fashion and beauty brand Carolina Herrera has launched its first AI-focused holiday campaign, with astrology in the centre.
The Herrera Magical Zodiac, created in partnership with agency Feels Like, is a mystical experience where, with a sprinkle of AI tech and a dash of astral flair, Carolina Herrara invites users to discover their destined gifts for this holiday.
Marking the first time the brand has launched an AI-focused experience, the Herrera Magical Zodiac asks users who the recipient is and the day and month they were born—with the option to add the year, place and even time of birth. Once entered, the Zodiac spins, informing the user that “The stars are aligning to reveal their destiny.”
AI then generates a precise horoscope, along with the Carolina Herrera gifts which fit perfectly with that personality and an explanation of why they were chosen.
Beyond the fun of using the zodiac to define personality, there's a practical side to this experience: it's key to understanding personal beauty preferences, which can say a lot about someone's personality and style, such as a bold lipstick or a subtle fragrance. By using AI to predict someone’s personality with an accurate AI-generated zodiac chart, a new dimension in personalisation is unlocked. This approach is perfect for a gift-finder experience, as it allows shoppers to deeply connect with their own identity or that of the recipient, making the act of gifting a truly personal statement.
“People are naturally drawn to zodiac signs and what they say about us. There’s something fun and intriguing about having an AI generate an accurate zodiac chart for you. This resonates with the intimate process of choosing a beauty product, where the scent of a fragrance or the shade of a lipstick can reveal so much about a person’s attitude and personality. Our tool capitalizes on this, using technology to decode personality traits and seamlessly match them with the perfect beauty gift. It’s this fusion of personal discovery and the art of gifting that not only enhances the online shopping experience but turns gifting into a memorable moment to share," says Miriam Martín Price, Art Director at Feels Like.
Vy Tran, Developer at Feels Like, says: “Our work with Carolina Herrera took an inventive turn when we integrated artificial intelligence into its framework, marrying AI-generated content with highly detailed visuals. The real game-changer was employing OpenAI’s API for generating real-time, evolving prompts—a step that infused a fresh spontaneity into the process.”
“This initiative involved deep-dive prompt engineering, tuning AI with specialised datasets,” Tran added. “The focus was on zodiac-oriented narratives and product suggestions. We don’t see a lot of work like this being done currently, that involves a generative experience that’s both live and accurate.”
The Herrera Magical Zodiac runs throughout the holiday season.
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