To promote its Double Wear Stay-In-Place and Futurist Hydra Rescue SPF45 foundation makeup offerings, Estée Lauder has teamed up with Snapchat for a virtual try-on AR campaign.
The users can try-on over 60 shades of Estée Lauder’s Double Wear Stay-In-Place and Futurist Hydra Rescue foundations through the AR experience and swipe-up to buy the ones that suit their liking.
The experience can be accessed using a Snapcode or from within the Lens carousel. The users get the opportunity to select from the entire foundation range of Double Wear or Futuristrist Hydra and a lipstick shade to try-on through the AR experience. Further, they can swipe-up to be redirected to the Estee Lauder website to purchase their favorite products.
Estée Lauder began a trial with AR try-ons on Snapchat back in September 2020 with its Advanced Night Repair launch. The brand successfully engaged Gen Z and Millenials through virtual try-on experiences as the customers in this segment are both willing to experiment with and then purchase beauty products through Snapchat. These campaigns exceeded the engagement benchmarks amid the absence of in-store experiences.
“We are thrilled to be partnering with Snapchat to create an Augmented Reality (AR) virtual try on experience for our iconic foundations,” said Estée Lauder UK & Ireland Marketing Director, Nicola Casey. “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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