L’Oréal's Filters Virtually Visualize Looks from Beauty Brands
Laura McQuarrie — May 6, 2020 — Fashion
References: cosmeticsbusiness & wwd
With people sheltering at home and using video chat tools for face-to-face communication with others, people are having fun with apps and software programs that allow them to add their own virtual backgrounds, play with special effects or enhance their features with a beauty filter. In partnership with Snap Camera, L’Oréal created eight branded lenses for brands like Garnier, Lancôme, L’Oréal Paris and Maybelline, each of which gives users the power to instantly try on different looks. As these brands offer everything from hair colors to skincare and makeup, each lens offers a different way to experience the essence of a brand and its offerings.
As Gretchen Seagh-Fleming, L’Oréal USA’s CMO says, "Offering the first beauty lenses for Snap Camera means we can provide our consumers with a new and engaging way to experience our products and brands, and a no-fuss addition to their at-home beauty routine at the ready for their next video chat."
Image Credit: Snap Inc.
As Gretchen Seagh-Fleming, L’Oréal USA’s CMO says, "Offering the first beauty lenses for Snap Camera means we can provide our consumers with a new and engaging way to experience our products and brands, and a no-fuss addition to their at-home beauty routine at the ready for their next video chat."
Image Credit: Snap Inc.
Trend Themes
1. Virtual Beauty Filters - Opportunity for beauty brands to create virtual filters that allow users to try on different looks and experience the essence of the brand.
2. Enhanced Video Chat - The rise of video chat tools opens doors for software programs that enhance features with beauty filters and special effects.
3. Branded Virtual Experiences - Collaborations between beauty brands and software programs allow for branded lenses that offer a new and engaging way for consumers to interact with the brand's products.
Industry Implications
1. Beauty and Cosmetics - Innovations in virtual beauty filters present disruptive opportunities for beauty brands to enhance their online presence and engage with consumers in new ways.
2. Software and Technology - The development of software programs and apps for video chat tools that offer beauty filters and special effects creates opportunities for disruptive innovation in the tech industry.
3. Social Media and Marketing - Collaborations between beauty brands and software programs open up opportunities to create unique branded experiences that can be shared on social media, leading to new marketing strategies.
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