At the end of April 2020, L’Oréal USA published the first results of the augmented reality functions on Snapchat for PC. Snapchatters were able to virtually try out new looks from major cosmetics brands such as Garnier, Lancôme, L’Oréal Paris and Maybelline, from home. A successful operation to boost brand awareness despite the Covid-19 health crisis.
A Snapchat marketing strategy adapted to the health crisis
According to data published by The NPD Group, the sale of cosmetic products in France fell 93% in the first week of total containment linked to Covid-19. Online makeup sales also fell, but only 9% compared to the same week in 2019.
To face this health crisis, L’Oréal has opted for a creative and innovative marketing strategy on Snapchat: Snap Camera. The brand has proposed a series of filters to test different looks by modifying hair color, makeup, or even skin care. And all of them are available to Snap Camera users around the world.
Like several brands, Burger King, Old Navy, or even Mac Donald’s, L’Oréal has rebounded by adopting the right strategy in the face of the crisis since Snap Camera is downloadable for free on Windows and Mac computers. This feature is also compatible with video calling software like Zoom or Google Hangouts.
A win-win strategy
After installing the app, users can select Snap Camera from the video conferencing software menu. A small change certainly, but which brings fantasy and which arouses emotions to decorate their cats thanks to augmented reality lenses, including those of L’Oréal.
As you can see, this is a win-win strategy, because Snap was able to increase by 30 times the number of daily downloads of Snap Camera during the coronavirus pandemic.
For its part, L’Oréal was the first cosmetics brand to have launched these first beauty experiences on Snapchat.
Simple therefore, but effective. You had to think about it!