The announcement came at Snap Inc.’s 2021 Snap Partner Summit, as the company blends eCommerce with interactive digital AR try-ons to enhance the consumer beauty shopping experience.
The Estée Lauder Companies will become the first beauty company to leverage Snapchat's Dynamic Shopping Lenses, allowing consumers to browse up-to-date product inventory, virtually try-on, and make product purchases.
M·A·C Cosmetics will be among the first brands in The Estée Lauder Companies’ portfolio on their Snapchat profile. Snapchatters can now choose from four different Lenses to virtually try on 20 different M·A·C Cosmetics lip and eye products, and shop directly from the Lens.
This partnership plays to the rise of ‘phygital’ strategies, which combine the personal touch of try-before-you-buy, with the convenience of social shopping, to create an enhanced consumer experience that drives sales.
“With over 200m Snapchatters engaging with AR every day, we’re excited knowing our partnership with Perfect Corp can create an easier process for beauty brands to leverage their existing AR content, and build Dynamic Shopping Lenses within Snapchat to help reach the next generation of beauty shoppers,” said Snap’s Global Product Marketing Lead in Augmented Reality, Carolina Arguelles.