Snapchat and L’Oréal Made a Gamified Lens to Share Refillable Haircare
Laura McQuarrie — April 11, 2025 — Fashion
References: forbusiness.snapchat & channelx.world
L’Oréal's Colour Protect—the top haircare range in the UK—now features a new key ingredient and refillable pouch packaging, so Snapchat and L’Oréal teamed up to boost awareness with an AR-powered beauty vending machine. For a limited time, consumers can visit a pop-up in London to win a free refill of L’Oreal’s ELVIVE Colour Protect Shampoo.
The gamified experience includes a custom Snapchat Lens, which invites people to play a game to "lock in" their color, then "unlock" a free refill. In a throwaway culture, this campaign aims to inspire new behaviors and build excitement around replenishing old shampoo bottles.
According to Snapchat, "81% [of Snapchatters] agree that AR can be a fun way to learn about new products and are 1.6 times more likely than other app users to use it to invite others to shop with them."
The gamified experience includes a custom Snapchat Lens, which invites people to play a game to "lock in" their color, then "unlock" a free refill. In a throwaway culture, this campaign aims to inspire new behaviors and build excitement around replenishing old shampoo bottles.
According to Snapchat, "81% [of Snapchatters] agree that AR can be a fun way to learn about new products and are 1.6 times more likely than other app users to use it to invite others to shop with them."
Trend Themes
1. Ar-enhanced Consumer Engagement - Augmented reality lens experiences create an interactive platform for brands to engage consumers more deeply, offering unique opportunities for promoting eco-friendly products in an entertaining manner.
2. Gamified Promotional Campaigns - Incorporating game elements into marketing initiatives captivates audiences and encourages participation, particularly for sustainable product launches.
3. Refillable Product Packaging - The shift towards refillable packaging in beauty products aligns with consumer demand for sustainability and offers a platform for brands to innovate with eco-conscious features.
Industry Implications
1. Beauty and Personal Care - The beauty industry is poised for growth with innovations like refillable packaging and interactive digital marketing, which cater to both eco-conscious consumers and tech-savvy audiences.
2. Augmented Reality Technology - AR technology is transforming retail experiences by offering engaging, interactive marketing solutions that highlight product features and sustainability initiatives.
3. Direct-to-consumer Marketing - As direct-to-consumer strategies evolve, leveraging AR and gamification offers businesses fresh pathways to create memorable brand experiences and foster customer loyalty.
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