Digital makeup is here to stay as luxury label Gucci Beauty collaborates with Snapchat on a new lens to promote its Rouge De Beauté Brillant hybrid lipstick.
The new lens does more than allow users to simply try the lipstick on, however. It encourages them to create complete and persosnalized looks using several key products from the makeup collection, emphasiszing the idea that there is more than just one “perfect shade” for users, dependent on what look, mood, or occasion they are catering to. Available via the Snapchat lens carousel and Snapcode, the experience begins with a luxe eye mask, which borrows the same vintage black and gold brooch-print as the new lipstick tube, placed over the user’s eyes. Next, as if woken from sleep, the eye mask magically lifts to reveal the user’s face below. The user is then presented with products from the makeup collection in order of recommended use, beginning with the foundation, which comes in 40 shades, and ending with the pièce de résistance: the Rouge De Beauté Brillant, Gucci Beauty’s new dual-action lip product.
Digital makeup, from top to toes, has been having a moment recently, even leading up to major label Essie developing its own virtual nail polish. That in mind, Gucci’s new move couldn’t come at a better time as consumers gear up to go out again amidst the conclusion of the pandemic. The initiative highlights the brand’s newest product, a cross between a moisturizing balm and a lipstick, likely to cater to the new consumer who is looking for nourishment for lips that are dry from over a year’s worth of mask-wearing, but also wants to indulge in a bit of color to greet the new season. Notably, the lens also focuses on creativity and content, something that could get consumers more excited about the prospects of life after the pandemic. Finally, the hybrid lipstick promotion also reflects the physical-meets-digital hybrid marketing strategy brands from the beauty business to the toy sector have been doubling down on recently. Neutrogena even launched an entire content studio of its own to more accurately curate content for the new consumer.
Before the crisis, beauty brands tracking in Gartner’s Digital IQ Index: Beauty focused on supporting pre-existing hero products. Now, as the pandemic comes to a close, Gucci’s new product push marks a reawakened sense of creativity for brands in the beauty business and beyond.