Snapchat lenses LOreal

The onslaught of brands taking to Snapchat continues – this time with L’Oréal Paris as the first beauty company to run a campaign using the app’s lenses.

Over this past weekend, anyone taking a selfie on Snapchat could add a filter to their face that included eyeliner, mascara, foundation, blusher and lipstick. The aim was to promote L’Oréal’s Infallible Silkissime eyeliner.

In-keeping with the interactive side of the lenses (i.e. stick your tongue out on one of the regular filters and you get a lengthy dog tongue ready to lick the screen), if you raised your eyebrow on this one, camera lights would flash and the L’Oréal logo popped up with a heart beside it.

L’Oréal follows in the footsteps of brands including Taco Bell in working directly with Snapchat on the campaign, according to AdWeek, which also reports that Snapchat lenses can cost anywhere in the region of $450,000 to $750,000 for big-ticket days like holidays or events.

“Over the last year, we’ve been focusing heavily on Snapchat as we recognize that this social media platform serves as a tool to engage the millennial audience and is an entirely new storytelling format that is relevant to all audiences,” said Kristen Comings, VP of integrated consumer communications at L’Oréal Paris. “We chose to launch it over the weekend because we know that the weekend is when the bulk of lens usage happens, and we want to capitalize on the playfulness of Snapchatters.”

AdWeek explains that L’Oréal has seen the most success with Snapchat over the past 12 months when posting behind-the-scenes footage with spokesmodels and influencers like Karlie Kloss, as well as how-to videos. “We see a high story retention rate for tutorials, product announcements and content that is whimsical in nature,” Comings added.

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Snapchat pics via AdWeek