L’Oréal USA Creates 8 Custom-Branded AR Lenses for Snap Camera Desktop App

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Beauty brand L’Oréal USA teamed up with Snap Inc. to release eight custom-branded augmented reality lenses for desktop application Snap Camera.

The lenses will be featured in a dedicated beauty area on the app’s opening page, and they are available globally.

Snap Camera users can “try on” a variety of beauty looks from L’Oréal brands including Garnier, Lancôme, L’Oréal Paris and Maybelline, in areas such as fragrance, hair color, makeup and skin care.

To access the lenses, Snap Camera users can choose the app as their default video source, visit the beauty area and choose a filter, which will translate over to the screen in their preferred videoconferencing platform.

Snap Inc. head of global AR product marketing Carolina Arguelles said, “We are excited to have L’Oréal, a true leader in beauty, as our partner for a new section in Snap Camera, where people can play with fun beauty Lenses, virtually test new products and look their best while at home. This is the power of AR: not to only entertain but enable product discovery and consumer utility.”

L’Oréal USA chief marketing officer Gretchen Saegh-Fleming added, “We know that Snap users are using technology to forge new meanings of self-expression, and we believe that self-expression is the definition of beauty. AR capabilities give people new and fun ways to experience our products and be immersed in our brands, especially right now, from home. Offering the first beauty lenses for Snap Camera means that 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.”

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