Snapchat lifted the veil on a suite of innovative AR and Bitmoji features designed to pave new interactive avenues for beauty and fashion brands. These fresh tools are aimed at facilitating real-time try-on options, allowing users to explore and interact with beauty products in a more engaging and personalized manner.
Snapchat is rolling out new post capture Lenses, allowing users to enhance their pre-captured images and videos with unique effects. These Lenses provide touch-up tools specifically designed to refine users’ photos. Another groundbreaking feature, the “Beauty Bestie”, enables users to try on makeup looks crafted by professional artists, recommended based on individual color palettes and moods, sparking an intriguing avenue for makeup experimentation and personalized product promotion.
Snapchat is expanding the Bitmoji experience by introducing “Beauty Drops”, allowing users to adorn their virtual selves with the latest makeup products, mirroring real-world product launches. Despite not offering an accurate representation of how the makeup would appear on the user, given the immense popularity of Bitmoji, with over a billion characters created, this feature is in line with Snap’s existing fashion drops, providing a consistent and engaging user experience.
Snap is testing sponsored results within its “My AI” chatbot tool, allowing brands to link their promotions to specific keywords within My AI chats. This feature is in its nascent stages, and its potential in driving engagement and interaction between users and brands is yet to be fully realized. It opens up possibilities for brands to connect with users searching for related products, enabling a seamless integration of promotions within the app.
The introduction of these novel features could be a game-changer in how users interact with beauty products, opening new promotional horizons for beauty and fashion brands. While beauty filters come with their share of risks, potentially altering appearances beyond realistic bounds, Snapchat’s new elements are more about complementing rather than transforming, offering users more tangible, real-world benefits.
Snapchat's unveiling of innovative AR and Bitmoji features at the 2023 Beauty Summit marks a significant leap in enhancing user interaction with beauty and fashion brands. These features, integrating more personalized and engaging options, are set to redefine the dynamics of beauty product interaction, offering users a more immersive and enriching experience while opening new promotional avenues for brands in the beauty sector.
