L'Oréal Paris Launched a Valentine's Social Filter to Prompt Engagement
Riley von Niessen — April 27, 2017 — Fashion
References: lorealparis & globalcosmeticsnews
During Valentine's Day, L'Oréal Paris launched an interactive filter on Snapchat that promoted its most recent range of lip, eye, and face products.
The branded lens allowed consumers to share their artificially makeup-covered faces with their friends, which helped to promote the products that are included in the brand's new line by showing them how they might look on each person. In addition to the branded filter, L'Oréal Paris featured four different ads on its live story to work to the same effect.
Vice President of Integrated Consumer Communications, Kristen Comings, explained the endeavor by saying: "We are excited to build on our leadership in digital innovation to include a lens that is truly interactive, and that prompts subsequent sharing and engagement. The lens was specifically designed to be inclusive so that everyone can take part - whether sending to a significant other, family member or a friend."
The branded lens allowed consumers to share their artificially makeup-covered faces with their friends, which helped to promote the products that are included in the brand's new line by showing them how they might look on each person. In addition to the branded filter, L'Oréal Paris featured four different ads on its live story to work to the same effect.
Vice President of Integrated Consumer Communications, Kristen Comings, explained the endeavor by saying: "We are excited to build on our leadership in digital innovation to include a lens that is truly interactive, and that prompts subsequent sharing and engagement. The lens was specifically designed to be inclusive so that everyone can take part - whether sending to a significant other, family member or a friend."
Trend Themes
1. Augmented Reality Filters - As the popularity of interactive makeup filters increases, there is an opportunity for augmented reality filters to transform the beauty industry by giving consumers a more personalized and immersive experience.
2. Social Media Marketing - Interactive makeup filters can help brands to engage with their consumers on social media platforms and increase the visibility of their products, presenting an opportunity for companies to invest in social media marketing strategy.
3. Inclusive Beauty Products - The use of inclusive makeup filters can promote the importance of diversity and inclusivity in the beauty industry, presenting an opportunity for brands to develop and market more inclusive beauty products.
Industry Implications
1. Beauty - The beauty industry can leverage interactive makeup filters to promote their products through creative digital marketing strategies and increase product visibility.
2. Technology - The development of advanced augmented reality technology can revolutionize the way consumers shop and experience beauty products, presenting an opportunity for technology companies to advance in the beauty space.
3. Social Media - The popularity of interactive makeup filters presents an opportunity for social media companies to collaborate with beauty brands and expand their advertising and marketing capabilities.
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