L’Oréal Paris has taken Snapchat Spectacles to the red carpet.

L'Oréal Paris has taken Snapchat Spectacles to the red carpet. To capture behind-the-scenes action at the Golden Globes—including coveted footage of celebrities getting ready before the event—the beauty brand equipped ambassadors like celebrity makeup artist Sir John with pairs of the glasses. Footage streamed on the brand’s Snapchat account, giving fans an inside look at the event. Reportedly “always looking for new and innovative ways” to engage Millennial consumers, L’Oréal Paris has focused heavily on Snapchat, and was the first beauty brand to run a lens ad on the platform. (Digiday)