eauty brand Sally Hansen is paving the way of AR marketing in beauty by becoming the first brand to launch a sponsored virtual nail try-on Snapchat lens in the United States, utilising the SnapML technology that was unveiled at the Snap Partner Summit back in June.
The new lens, powered by SnapML, allows outside partners to develop their own lenses through Snapchat’s own machine learning models.The lens will be available in the Snap carousel, and Sally Hansen will feature the SnapCode on its web site for users to scan for access.
Zenith Executive Vice President and Managing Director, Colleen Hotchkiss said:
“We’re very excited to partner with Coty and Snap on this first-to-market opportunity. Not only does it provide innovative content to consumers, but with the ‘shop now’ commerce integration in the experience, it allows us to connect engagement down the funnel and through to purchase in a seamless fashion.”
The lens will include Sally Hansen’s new Marine Metals collection of shades in its Miracle Gel line, which launched earlier this summer alongside a new topcoat. By creating the Snapchat Lense, Sally Hansen is making an appeal to younger consumers with a nail polish try-on lens. The lens is available to select Snapchatters across the U.S. via Lens Carousel or Snapcode.
Snap Inc. Head of Fashion and Beauty Selby Drummond said in a statement:
“The launch of Snap’s nail polish try-on technology builds on the demand for and success of our existing augmented reality product try-on features with something extremely special and close to Snapchatters’ hearts. We know that Sally Hansen shares our hope of bringing joy and creativity to people at home, and nail art offers a way to embrace beauty and personal expression while staying safe in this challenging time.”
Sally Hansen has experienced growth in the nail products department driven by younger consumers, even as the market broadly has seen major declines.
Coty Inc. Senior Vice President of Marketing, Consumer Beauty, Kevin Shapiro stated:
“We saw Millennial and Generation Z consumers are the ones driving the increase in online spending — 33% of each increased online spending, versus 23% of previous generations… Young consumers tend to gravitate toward the younger platforms, which includes Snapchat.”
Snap Inc. Global Product Marketing Manager, Carolina Arguelles Navas concluded:
“Our AR platform is redefining the ways people interact with brands and products. Sally Hansen’s nail try-on lens enables anyone to explore their individual nail polish tastes and preferences in a creative, fun way. It’s a perfect example of how to re-create the in-person shopping experience for consumers no matter where they are.”
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