L’Oréal USA is working with Snap to create eight branded beauty lenses. The brand created makeup, hair, and fragrance-themed lenses which can be found on the opening page of the Snap Camera. Snap recently rolled out its desktop app—which is compatible with Windows and Mac—with L’Oréal as its first beauty experience sponsor. Users can download the Snap Camera on its own or use it in video calls on platforms such as Zoom or Google Hangouts.
Millions working from home during the Coronavirus pandemic have led to a rise in the use of desktop video apps. Working with L’Oréal lets Snap users add a beauty element to everyday video chats. Adding immersive desktop content provides Snap the opportunity to extend its presence beyond mobile. Since its release, Snap has seen an extensive download surge in the camera app, which could now help L’Oréal enhance the reach of its lens campaign. Maintaining digital visibility allows L’Oréal to connect with homebound consumers who have taken to buying less makeup and more skincare and hair products during lockdown. Skin care sales were already outpacing makeup sales before the pandemic, according to a Gartner report, but slipping color cosmetic sales since then have led to an even greater disparity. Promoting specific makeup items in the lens, such as the Maybelline Falsies Lash Lift and the L’Oreal Paris Colorista, could inspire users to purchase the actual products.
Snap’s user increase during the pandemic provides an opportunity for L’Oreal to amuse and expand its consumer base even while brick-and-mortar stores remain shut.