Lenses on Snapchat allow users to put a sponsored graphic onto their photos: described as the first beauty brand lens on the site, Snapchat users can now use a L’Oreal graphic to apply makeup onto their selfies.
The L'Oreal lens, launched over the weekend, is available for a limited time as a promotion for the brand’s Infallible Silkissime eyeliner, and works by creating the effect of eyeliner, mascara, foundation, lipstick and blusher on a face.
The move is a savvy one for targeting younger consumers who are using the social media app in increasing numbers, and adds to the brand’s recent popular content on the platform, including how-to tutorials and behind-the-scenes insights.
Kristen Comings, VP of integrated consumer communications at L’Oréal Paris, explained the rationale behind the lens and the company’s focus on Snapchat.
"Over the last year, we've been focusing heavily on Snapchat as we recognize that this social media platform serves as a tool to engage the millennial audience and is an entirely new storytelling format that is relevant to all audiences," she reportedly said.
"We chose to launch it over the weekend because we know that the weekend is when the bulk of lens usage happens, and we want to capitalize on the playfulness of Snapchatters."
The lens follows on from the company’s Makeup Genius app, which offers a similar function of digitally applying makeup to photos, bringing the user experience to the wider-reaching platform of Snapchat.
Snapchat’s creative advertising
Snapchat has been hailed by industry analysts for its innovative approach to developing advertising platforms within the app.
Market insight firm L2’s recent report on advertising through Snapchat noted that although it makes it harder to discern engagement metrics, Snapchat’s interactive advertising is proving popular with its users.
“With the continued release of new products, such as filters/lenses and Chat 2.0, Snapchat is constantly offering new ways for users to engage, and new opportunities for brands to advertise,” the report explains.
“The reach of Snapchat ads has the ability to exceed traditional media through user-generated content (UGC) and engagement.”