Masterclassing Connect

Estée Lauder launches augmented reality foundation make-up try-on with Snapchat 

David Murphy

Estée Lauder has launched a virtual try-on AR campaign on Snapchat for its Double Wear Stay-In-Place and Futurist Hydra Rescue SPF45 foundation makeup offerings.

The AR experience enables users to try-on over 60 shades of Estée Lauder’s Double Wear Stay-In-Place and Futurist Hydra Rescue foundations, see what suits them best and then swipe-up to buy. 

Users open the Snapchat camera and click on the campaign icon in the Lens carousel, or scan the Snapcode. Once the experience is activated, users can select from the entire foundation range of Double Wear or Futuristrist Hydra and a lipstick shade to complete the look. They can then Swipe up to shop their favourite products from the Estee Lauder website.

Estée Lauder first started trialing AR try-ons with Snapchat in September 2020 with its Advanced Night Repair launch. In the absence of in-store experiences, virtual try-on has proved to be a successful strategy for Estée Lauder to engage with Gen Z and Millenials who are both willing to experiment with, and then purchase beauty products through Snapchat, with engagement results exceeding platform benchmarks. 

“We are thrilled to be partnering with Snapchat to create an Augmented Reality (AR) virtual try on experience for our iconic foundations,” said Estée Lauder UK & Ireland Marketing Director, Nicola Casey. “Snap is the leader in AR and truly understands how best to communicate through this innovative medium in a creative and interactive way that resonates with our audience…The campaigns we have run so far have been really successful so we are excited to bring this latest experience to our community to enjoy.”