At the end of April 2020, L’Oréal USA published the first results of the augmented reality functions on Snapchat for PC. Snapchatters were thus able to virtually try new looks from major cosmetic brands such as Garnier, Lancôme, L’Oréal Paris and Maybelline, and this from their 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 England fell by 93% during the first week of total containment linked to Covid-19. Online makeup sales also fell, but only 9% from the same week in 2019.
To deal with this health crisis, L’Oréal has opted for a creative and innovative marketing strategy on Snapchat: Snap Camera. The brand has offered 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 worldwide.
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 can be downloaded for free on Windows and Mac computers. This feature is also compatible with video calling software such as 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 that arouses emotions to decorate their cats with augmented reality lenses, including those from 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 Snap Camera downloads during the coronavirus pandemic.
L’Oréal was the first cosmetic brand to launch these first beauty experiences on Snapchat.
Simple, but effective. You had to think about it!