L'Oréal USA has launched the first-ever beauty branded Snapchat lenses for the Snap Camera desktop platform, marking the first partnership between a major beauty company and Snapchat owner, Snap Inc.
The partnership will see the launch of eight custom-branded, augmented reality [AR] lenses that will be featured for one week on Snap Camera, Snap Inc.'s free desktop application. Through the app, users can try on entertaining, interactive lenses on video platforms like Twitch, Google Hangouts, and Skype.
Featuring special lenses from L’Oréal brands like Garnier, Lancôme, L’Oréal Paris, and Maybelline, the lenses will allow users to try on a variety of beauty looks across categories including hair color, makeup, fragrance, and skincare. The L’Oréal lenses will be featured in a dedicated beauty area on the video platform’s opening page.
“Snap technology creates new avenues for self-expression, and at L’Oréal we view self-expression as the foundation of beauty,” said Gretchen Saegh-Fleming, CMO of L’Oréal USA.
“Offering the first beauty lenses for Snap Camera means we can provide our consumers with a new and engaging way to experience our products and brands—and a no-fuss addition to their at-home beauty routine, at the ready for their next video chat.”
The partnership comes at a time when the popularity of video apps and virtual chat platforms have skyrocketed during Covid-19-related quarantine measures, as people attempt to stay connected while isolated at home. According to Snap Inc., the company has recently seen more than a 30x increase in the daily downloads of Snap Camera.
“We are excited to have L’Oréal, a true leader in beauty, as our partner for a new section in the Snap Camera, where people can play with fun beauty Lenses, virtually test new products, and look their best while at home, said Carolina Arguelles, head of global AR product marketing at Snap Inc. “This is the power of AR: not to only entertain but enable product discovery and consumer utility.”
L’Oréal's premier partnership with Snap marks the latest in a variety of new digital shifts taking place across the fashion and beauty industries as consumer behavior shrinks to the indoors.
In response to this lifestyle change, companies are having to become more creative than ever. Several L’Oréal brands have begun to pivot their Facebook and YouTube content to emphasize makeup looks suited for video chats and skincare routines fit for frequently washed hands. Elsewhere, industry elites like Carine Roitfeld are gearing up to stream virtual fashion shows on YouTube, and brands like Gémo and Sandy Liang are using the Nintendo game Animal Crossing to share their designs with users around the world.