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Lenses include offerings from Garnier, Lancôme, L’Oréal Paris and Maybelline.
April 29, 2020
By: Charlie Sternberg
Associate Editor
L’Oréal USA has released eight custom-branded augmented reality (AR) lenses for the Snap Camera desktop platform, in a partnership between the beauty leader and Snap Inc. The L’Oréal USA branded lenses will be featured on Snap Camera for one week in a dedicated “beauty” area on the platform’s opening page. The featured AR Lenses include a variety of offerings from Garnier, Lancôme, L’Oréal Paris and Maybelline. Using the Lenses in Snap Camera, users will be able to try on a variety of beauty looks across multiple categories, including hair color, makeup, fragrance and skincare. Snap Camera is free to download and use, and the L’Oréal Lenses will be available to Snap Camera users globally. “We are excited to have L’Oréal, a true leader in beauty, as our partner for a new section in the Snap Camera, where people can play with fun beauty Lenses, virtually test new products, and look their best while at home, said Carolina Arguelles, head of global ar product marketing, Snap Inc. “This is the power of AR: not to only entertain but enable product discovery and consumer utility.” Snapchat enables brands to engage with a large, growing, unique and unduplicated Millennial and Gen Z audience. Snap Inc. has recently seen more than a 30x increase in the daily downloads of Snap Camera, which syncs with any camera connected to your computer and allows people to add Snap’s entire suite of Lenses to whichever video service they use. More L’Oréal News In other news, L’Oréal Paris recently unveiled two new products that utilize scientific innovations across skincare and haircare. Following up on the success of L’Oréal Revitalift Derm Intensives, the company is bringing a new format to the US skincare market with Revitalift Derm Intensives 1.9% Pure Hyaluronic Acid Ampoules, which contain the company’s highest concentration of Hyaluronic Acid. L’Oréal has also gained traction with Elvive 8 Second Wonder Water, the company’s first haircare product to leverage Lamellar Water Technology. Lamellar technology refers to the distribution of ultra-fine caring actives in thin layers called lamellas on the hair. This allows for a more efficient and targeted deposition than traditional treatments that can be bulky and overcoat the fiber.
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