Ray-Ban #Reflections App Takes Selfies To New Heights

The Selfie. Need I say more? No, but brands are all over the trend including Ray-Ban, which is out with a new iPhone app called Reflections — and it’s in perfect concert with the brand’s Never Hide tagline.

Created by Belgium-based agency Gents, the app allows people to simultaneously enable their front and back iPhone cameras resulting in a double exposure image — Ray-Ban branded or not —  of a person’s face and whatever their back camera is pointing at.

It’s not necessarily a new idea. In fact, there’s already an app out there called Frontback that does a similar thing. But Ray-Ban’s Reflections app makes it much more graceful, offers myriad editing options, allows the application of sunglass-like filters and easy sharing to Facebook, Twitter, your camera roll and even Instagram — something, oddly, many apps do not provide.

The app also forms the basis of the #Reflections community which resides within the app. Anyone can have their picture featured in the app by tagging images with hashtags such as #blackandwhite, #winter, #coventgarden or #neverhide.

To promote the Reflections app, Ray-Ban launched the concept on social media with a Tumblr site and created a special #Reflections layout for the brand’s London flagship store. The Tumblr site collects hashtagged activity, as well, and the brand’s own campaign-focused tweets and posts.

The storefront:

The brand is aggressively promoting the app on its Twitter page even incorporating the promotion into its header image:

There are promotional mentions on the brand’s Facebook page, as well:

With the world’s obsession with selfies, it looks like the brand may have a winner on its hands here. So far, the app appears to be iPhone only and all calls-t0-action link to the web iTunes store page.

Reflections is just Ray-Ban’s latest iPhone app. Previously, it’s released Virtual Try-On, Rewind, Regards and UNHIDE.

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Steve Hall

Steve Hall is a marketing professional, publisher, writer, community manager, photographer and all-around lover of advertising.