Brands are using Snapchat to “gamify beauty moments.” 

Brands are using Snapchat to “gamify beauty moments.” YPulse exclusive COVID data found that 46% of 13-39-year-olds have used Snapchat during the pandemic, and augmented reality marketing continues to gain traction. Now, beauty brands have been using the app’s Lens feature to reach young consumers who are using filters to “make themselves look better on video or on social media during quarantines.” L’Oréal debuted branded Lenses for Garnier, Lancôme, L’Oréal Paris, and Maybelline, while Procter & Gamble launched a special “Embrace the Curl” Lens for its Aussie brand to reach young women who are hesitant to return to hair salons. According to the company, Snap Camera has experienced an 18% increase in sponsored Lens playtime and a 22% increase in swipe-ups since the beginning of the outbreak. (Glossy)