Triller was Snap’s sole social partner for the launch. Snap rolled out Camera Kit, a toolset that enables developers to use the Snapchat camera and AR lenses in their own apps, just six months ago. The experience wouldn’t have been possible this time last year. “It’s great to see partners like NYX pushing the boundaries of at-home beauty experiences by bringing virtual in-store browsing to living rooms everywhere and coupling it with AR makeup try-on,” Carolina Arguelles Navas, Snap’s head of product marketing for augmented reality, told WWD.īonin Bough, chief revenue officer at Triller, called the project “one of the largest, most digitally innovative beauty drops in history.” But according to Snap, no other beauty company has rolled out a campaign using a combination of Snapchat lenses in this way. The beauty sector has latched onto online AR try-ons across social media and on e-commerce web sites, and companies from Gucci and Farfetch to Kohl’s have specifically used Snap’s Portal Lens to bring beauty and fashion products to immersive virtual environments. NYX itself is no stranger to AR and virtual environments - its parent company, L’Oréal, also owns AR beauty tech firm ModiFace - but this project marks a first in that it blends the two: The product experience begins by engaging the selfie camera, with Snap’s Face Lens triggering the digital makeup try-on, and switching to the back camera activates the Portal Lens, leading users into the virtual store. Curious shoppers won’t have to wait that long to see the new products, though, with the virtual store slated to go live earlier, on Wednesday. The beauty brand hasn’t disclosed the identity of the headliner yet, but plans to reveal that soon, well in advance of the concert date of Dec. “So we are very obsessed with being where the consumer is, and also to deliver an experience that is going to be enjoyable, respond to their needs, authentic and bring entertainment.” “The consumers that love and buy our products are the Gen Z and Millennials, and these consumers experiment and spend a lot of time on digital platforms and new platforms,” Binette continued. It’s that extra bit of fun that the brand’s customers would appreciate, even expect, from NYX. That line of thinking extends to the decision to hold a virtual concert in Triller. So we really wanted to connect with our audience in a new and fresh way.” “Because consumers, more and more, are looking for easiness of shoppability, particularly during this time. Snap creative kit snapchat tiktok professional#“As a brand, we’re always looking to create exclusive experiences for consumers that are both engaging and also shoppable,” said Stéphanie Binette, general manager at NYX Professional Makeup. Still, the virtual store offers a sense of presence and exploration - perhaps more than any static webpage could - and consumers may appreciate that in this increasingly restricted, stay-at-home world. Indeed, for any actual purchasing, visitors are directed via link to the e-commerce site. The digital venue more resembles a pop-up than a full-fledged store. That same thing could happen for an app, which, in the long term, could change the dynamics between developers and traditional app stores.They Are Wearing: Paris Fashion Week Spring 2023 In 2019, Snap estimated between 7 and 9 million users joined its platform because of viral face filters, like one that made them look like babies. All these apps involve creation tools, and clearly, this is so people discover the app on the content it helped make - a real advertisement.Īlthough this is just the start of apps using Snapchat as a distributor, it has the potential to send a sizable number of downloads their way - just like how Snapchat’s user base tends to pop when a particular filter goes viral. Initial partners include Videoleap and Beat Leap by Lightricks, Splice, Powder, and Piñata Farms, among others. Snap says it won’t take any sort of cut from developers, even if their app requires a purchase to use. Developers can also set up hashtag topics that’ll tag this content, so they can track how well it’s doing, and viewers can see everything made with that effect. Snapchat gains more content on its platform while developers are rewarded with additional downloads if an effect or tool they launch goes viral. Snap creative kit snapchat tiktok download#At the same time, Snapchat users can browse content made on those apps and then easily navigate to download them. Here comes the Creative Kit for Spotlight, which will allow app developers to give users the power to publish directly to Snapchat’s TikTok rival, Spotlight. Snapchat is making it easier for developers to use viral content to directly promote their apps.
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