MASTERCLASSING

Gucci Beauty rolls out Snapchat try-on lens for Rouge De Beauté Brillant lipstick launch

David Murphy

Gucci Beauty has launched a Snapchat lens for the launch of its Rouge De Beauté Brillant hybrid lipstick. The lens encourages users to create personalised beauty looks with Gucci Beauty’s makeup tools.

Using the digital try-on technology, users can virtually create their own distinctive Gucci look with key products from the makeup collection, with the lens inviting users to trial all the lipstick shades to find the perfect one – or ones – for them.

Available via the Snapchat lens carousel and Snapcode, the experience begins by placing a sleep mask over the user’s eyes. Next, as if woken from sleep, the eye mask, which features the unique black and gold vintage brooch print from the Rouge De Beauté Brillant lipstick tube, lifts to reveal the user’s face below. Presented with the different products in order of recommended use, Snapchatters can explore the various shades and combinations.

Each makeover begins with the Fluide De Beauté Fini Naturel foundation lens. The shades presented in their bottles illustrate the five skin tones available out of the 40 shade range, so that users can replicate the beautifying finish of the foundation. After this step, they can choose to add a sun-kissed look according to their preferred intensity, adding one of three Poudre De Beauté Éclat Soleil tones, from fair to medium or dark. Likewise, users can choose between the classic or bold Mascara L’Obscur look for their eyes. The virtual makeup session is then completed with Rouge De Beauté Brillant, Gucci Beauty’s new dual-action lip colour, which comes in a number of different hues.