AR Lenses provide a new potential for beauty and fashion brands, with AR tools facilitating more try-on options. Snapchat’s Try-On is becoming increasingly accurate, helping drive more interest and guiding discovery, directly from in-app promotions. Snap’s tools, based on the app’s recent analytics, look to become more engaging and interactive. Snapchat will unveil its newest AR advances at its 2023 Beauty Summit.
Beauty *Snap*
Snap recently outlined coming additions for beauty marketers in the app, including capture Lenses. Capture Lenses allow users to add effects to previously captured images and video. There is also Snap’s Bitmoji “Beauty Drops,” a “Beauty Bestie” make-up try-on option, and more. Come the 2023 Beauty Summit, Snapchat looks to really sell its AR developments.
First up are Snap’s new capture Lenses, which allow users to apply effects to pictures they have already taken. Users can already do this, to some degree, by using their images from their Camera Roll as a basis. Likewise, users can also add filters to an image or video played on another screen. This new option helps specifically provide post-creation touch-up tools to enhance your images.
On another front, Snap’s new “Beauty Bestie” element will allow users to try make-up looks from professional make-up artists. Make-up templates are recommended to each user based on their color palette and mood. It could be an interesting way to encourage experimentation with make-up, while also promoting products engagingly.
Snapchat is also looking to add make-up for Bitmoji characters with “Beauty Drops,” replicating real-world product launches. It allows users to add a virtual version of the latest make-up products. It sounds anticlimactic, but there is opportunity here. Given the popularity of Bitmojis (with over a billion created), it makes sense. However, it is unlikely that users will get an accurate view of how make-up will look on them.
Then again, Snap’s current Bitmoji fashion drops allow users to dress their avatars in the latest clothes. It is at least the same concept, although clothes on cartoony characters look different than on a real person. In addition, Snapchat is also testing new sponsored results in its “My AI” chatbot tool. With that, Brands can link their promotions to keywords within My AI chats. You kind of get a rough idea of how this works. For example, looking up the keyword “Haircare” could link through to in-stream product promotions.
The Wrap
Snapchat is still in the early days of monetization of its AI tools, so it is not 100% clear how it will drive engagements. These new features provide Snapchatters with more ways to interact with beauty products and could facilitate a range of new promotions. While beauty filters always have inherent risks, these new elements offer complementary and transformative effects. Look to Snap’s 2023 Beauty Summit for more potential news and real-world benefits of cosmetic AR effects.
Please note:
This action will also remove this member from your connections and send a report to the site admin.
Please allow a few minutes for this process to complete.
