American multinational makeup and skincare brand Estée Lauder has launched an AR campaign on Snapchat for its Double Wear Stay-in-Place and Futurist Hydra Rescue SPF45 foundation makeup.
The AR experience allows users to try on over 60 shades of Estée Lauder’s two foundations and see what suits them best, with a convenient swipe-up to buy.
Users can simply open the Snapchat camera and click on the campaign icon in the Lens carousel, or scan the Snapcode. Once they activate the experience, users can select from a wide foundation range of Double Wear of Futurist Hydra and a lipstick shade to complete the look. There is also a Swipe-up option to shop their favourite products from the official Estée Lauder website.
Estée Lauder first trial with AR try-ons with Snapchat was back in September 2020 with its Advanced Night Repair launch. However, the brand’s first experience with AR technology dates back to November 2017, when they used ModiFace to enable users to try on product shades using their photos or live videos.
In the absence of in-store experiences, Estée Lauder wanted to rely on virtual try-ons and prove that it can be a successful strategy to engage with younger audience like Gen Z and Millenials, both willing to experiment and purchase through Snapchat. As a result, the brand has seen engagement results exceed platform benchmarks.
Estée Lauder UK & Ireland Marketing Director, Nicola Casey said: “We are thrilled to be partnering with Snapchat to create an Augmented Reality (AR) virtual try on experience for our iconic foundations.
“Snap is the leader in AR and truly understands how best to communicate through this innovative medium in a creative and interactive way that resonates with our audience…The campaigns we have run so far have been really successful so we are excited to bring this latest experience to our community to enjoy.”
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