Gucci Beauty’s personalized beauty looks thanks to the magic of Snapchat…

Gucci Beauty unveiled its new Snapchat lens that invites fashionistas to wake up to a virtual world where they can express themselves and discover a new, immersive and innovative way to try on their makeup. ready to play? let’s go !

Beauty brands are going all digital

As luxury beauty brands continue to experiment with new marketing approaches through augmented reality to attract an increasingly connected audience, including Gen Z, Snapchat virtual trial lenses are an increasingly popular advertising technique. Popular. Developed with a range of eye-catching features, Snapchat Lenses encourages users to create personalized beauty looks using the brand’s exclusive makeup tools.

Snapchat’s signature special effects filters, or “lenses,” as the company calls them, are no longer just for selfies with dog ears or flower crowns. As the e-commerce rush on social media continues to intensify, the platform is asking advertisers to bet on its augmented reality technology to drive sales.

Over the years, the social commerce space has grown with the launch of similar virtual trial technology by Amazon and Pinterest. In May, at Snap’s Partner Summit, the social platform showcased a number of new AR test experiences that mimic in-person shopping.

Using virtual reality, a veritable revolution among luxury brands, Gucci Beauty with undeniable star Rouge de Beauté Brillante, offers its target audience virtually creating their own look using the flagship products from the Gucci makeup collection. Is. Thanks to the filter, it will be possible to try all shades of lipstick to find the perfect combination.

Gucci Beauty’s Digital Marketing Approach

The experience begins with applying a night mask to a user’s eyes, available through Snapchat and Snapcode Lens Carousel. Then, as soon as you wake up, the mask featuring the vintage print in black and gold, which also marks the packaging of the lipstick, rises up to reveal the face.

Snapchatters can now explore and play their way around with products presented in the recommended order of use, and try out all the different colors and combinations. Every makeover begins with Fluide De Beauté Natural Finish Foundation. The colors featured in their bottles reflect the five skin tones available from the 40 shade range, so users can replicate the beautification of the foundation. After this step, they can choose to add a sun-kissed look, with one of three Sun Glow Beauty Powder tones light to medium or dark depending on their intensity.

Similarly, users can choose between a classic or a bold look for their eyes with L’Obscure mascara. The virtual makeup session is then completed with Rouge de Beauté Brillante, Gucci Beauty’s new dual-action lipstick, which comes in several shades.

Augmented Reality, the future of social commerce?

Traditionally, social media advertising has been approached in a sinister and coercive way. Yet social commerce is another way for small businesses and brands to grow, presenting themselves to more buyers in a way that is in sync with the customer journey.

In the marketing world, Snapchat’s AR filters help drive engagement. Studies show that an average user will spend nine seconds of their time interacting with this lens. Additionally, customers respond better to AR filters and are more likely to click through to view a product.

Snapchat thus has a unique proposition for small and medium sized businesses to drive purchases and revenue. Not bad is it? Adopt your 2021 social media strategy on Snapchat now

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