Estée Lauder has launched a 180-degree augmented reality (AR) campaign on Snapchat to launch its Luxury Fragrance Collection.
Snapchatters will be able to explore the inspiration, olfactive notes and mood-boosting properties behind four scents from the new collection: Tender Light, Sensuous Stars, Dream Dusk and Infinite Sky. To access the experience, users open the app and click on the campaign icon in their Lens carousel, or open Snapchat and scan the Snapcode. Finally, the user can swipe-up to seamlessly purchase the collection at esteelauder.co.uk.
For Estée Lauder, this is the latest in a series of AR campaigns that engages its target audience of Gen Z and Millennials on Snapchat. The brand first started trialling AR Try On with Snapchat in September 2020 with its Advanced Night Repair launch. Since then, it has run several Virtual Try On AR campaigns including Estée Lauder’s Double Wear Stay-In-Place, and Futurist Hydra Rescue SPF45 foundations.
“Augmented reality has proven to be a successful strategy for Estée Lauder to engage with Gen Z and Millennials who are both willing to experiment with, and then purchase, beauty and fragrance products through Snapchat - with engagement results exceeding platform benchmarks,” said Nicola Casey, Marketing Director Estée Lauder UK & Ireland. “We love this latest campaign that creates a truly innovative and immersive experience for the user, transporting them to a world where they can experience the emotions of each hero fragrance.”