Snapchat plans to launch new features to increase beauty brands’ involvement in augmented reality experiences. At the 2023 Beauty Summit in New York last week, Snap announced its plans to launch non-live beauty Lenses, makeup features for Bitmoji, and a partnership with NYX Professional Makeup titled the “Beauty Bestie” AR experience—which lets users try on makeup looks from NYX artists through filters. The senior director of marketing, retail, and tech briefings at Insider Intelligence explains, “I think the key thing is monetizing that attention [of AR usage on Snapchat] in new ways.” YPulse research shows that photo and video lenses, especially artificial reality ones, are an easy way for brands to utilize the Snapchat features young people are already using. (Modern Retail)
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