Social media and tech giant Snapchat unveiled a new catalog-powered tool, Shopping Lenses, building on the augmented reality experience offered to shoppers on the platform.

“Augmented reality is changing the way we shop, play, and learn, and transforming how businesses tell their stories and sell their products,” said Jeremi Gorman, Chief Business Officer for Snap Inc. “Starting today, our revamped AR Shopping Lenses will mean a more engaging experience for our Snapchat community, and enable a faster, easier way to build Lenses for businesses.”

The new feature offers product information and SKU-specific purchase capabilities. Brands and sellers can dynamically update the pricing and color details in real-time, enabling users to purchase items and styles in stock and ready-to-ship.

A key aspect of Shopping Lenses is reducing the number of clicks it takes for a user to track down and buy a product they like while browsing on the platform. It becomes a seamless process as they can purchase an item with one tap on the Lens Product Card triggered by the experience.

Moreover, the platform also provides marketers with real-time analytics. Brands get access to valuable intent data as a customer virtually tries on a product using Shopping Lenses. It can help businesses upscale their Snapchat presence and target the right customers to maximize sales.

Ulta Beauty and MAC Cosmetics are amongst the beta partners for Shopping Lenses. Over a two-week test period, Ulta Beauty saw $6 million in incremental purchases on Snapchat using the catalog-powered Shopping Lenses. MAC Cosmetics saw a 2.4 times higher lift in brand awareness with a nine times higher lift in purchase intent.

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