L’Oréal entertains consumers at home with new Snap beauty filters

By Becky Bargh | Published: 5-May-2020

Users can try-on beauty looks from eight L’Oréal-owned brands including Lancôme and Garnier

L’Oréal is ramping up efforts to keep consumers entertained at home by launching a selection of custom-branded AR filters for its beauty brands.

Via the Snap Camera desktop platform, which is owned by Snap, the founder of Snapchat, users can virtually try-on looks from eight brands including Garnier, Lancôme, L’Oréal Paris and Maybelline, across multiple categories such as hair colour, make-up fragrance and skin care.

“Snap technology creates new avenues for self-expression and at L’Oréal we view self-expression as the foundation of beauty,” said Gretchen Seagh-Fleming, L’Oréal USA’s CMO.

“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 branded lenses are featured on Snap Camera’s dedicated beauty area via the site’s landing page.

“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,” added Carolina Arguelles, Head of Global AR Product Marketing at Snap.

“This is the power of AR: not to only entertain but enable product discovery and consumer utility.”

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