Member Article

L’Oréal Paris UK’s COLORISTA in Snapchat First with Hair Colour Lens Technology

• L’Oréal UK launches new national Snapchat Lens to highlight new Colorista hair makeup range

· L’Oréal’s Snapchat lens is the first in the world to use new ‘hair colour’ lens technology

· Snapcodes will unlock the lens for 90 days

Continuously striving to be at the forefront of the social & digital landscape, L’Oréal Paris UK has partnered with Snapchat to launch a bespoke Snapchat lens on 30th June 2017 that will be available to over 10m daily Snapchatters in the UK.

The lens is the first of its kind to use Snapchat’s brand new lens technology that lets Snapchatters change their hair colour and texture. By simply blowing a kiss to the Snapchat camera Snapchatters can see what their hair looks with different shades and textures, perfectly demonstrating the COLORISTA range.

“Having a Snapchat lens is the perfect way to engage consumers with the Colorista hair makeup range in the most innovative, fun and creative way. Colorista is all about breaking the rules and giving in to colour, and we are giving consumers the tools to do just that –just in time for festival season.” said Karina Löffler from L’Oréal Paris

The COLORISTA Snapchat lens will be available for 24 hours in the Snapchat lens carousel and then unlockable for 90 days after this date via an exclusive Snapcode. This Snapcode will be at events including festivals and on out of home advertising. This will mean Snapchatters can continue using the lens whenever they want. To unlock the lens simply point the Snapchat camera at the Snapcode and hold down on the screen to unlock the L’Oréal lens.

Teresa Van Dugteren from Maxus added “This is the perfect time to engage with our Colorista’s during the festival season at scale and in such a playful way.”

COLORISTA was born on social media and inspired by the biggest influencers of the day. Rebellious, cool, rule-breakers for sure, they knew that old school hair colours could be a thing of the past – if only cool pastel shades and super bright hair colours were easily achievable at home. 3 technologies, 3 levels of commitment and 34 customizable shades to choose from.

L’Oréal Paris has previously partnered with Snapchat on campaigns including the Infallible Lipstick collection and Pure Clay Face Masks. L’Oréal Paris was also one of the first brands to use Snap Inc. Spectacles when, as official make-up sponsor of the Golden Globes, they were used on the red carpet at the event in January.

“This initiative is one of many L’Oreal Paris UK has been doing to engage differently with a younger audience and embrace the digital transformation. It will be supported on social media by our fantastic dream team of influencers, the Beauty Squad” said Adrien Koskas the General Manager for L’Oreal Paris UK.

ENDS

This was posted in Bdaily's Members' News section by Alex Sampson .