Snapchat recently unveiled new features aimed at enhancing the shopping experience for its users during an event featuring premium fashion and beauty brands. The focus of these features is centered around Lenses Try-On, and luxury houses view augmented reality as a way to extend their creative universes and express the uniqueness of their brands. Geoffrey Perez from Tiffany & Co. emphasized how Snapchat serves as an artistic canvas for luxury brands to explore their creative visions.
Luxury brands like Gucci, Dior, and Off-White have recognized the potential of Snapchat and have been establishing their presence on the platform for years. With a massive user base of over 600 million monthly active users worldwide, Snapchat offers brands various opportunities to connect with its audience through product promotions, digital scenography, and virtual try-ons.
To further enhance the shopping experience, Snapchat introduced new features specifically dedicated to the luxury and beauty industries. One of these features is the Dress Up tab, which brings together all fashion and beauty initiatives with brands like L’Oréal and Prada. This tab can be accessed in Snapchat’s “Explore” section.
Within the Dress Up tab, there are several operations that enhance the virtual try-on experience. World Object Scale allows Lens creators to insert 3D objects into the real world, while technologies like True Size for Eyewear, Wrist Tracking, Body Mesh, and Ray-tracing optimize the fitting of glasses, watches, clothing, and material brilliance respectively. Other new features include AR Image Technology, which overlays and adjusts a piece directly onto a photo, and AR Mirror, which enables users to try on Lenses using a large screen.
Snapchat highlights the value of its 250 million Snapchatters who have used Lenses Try-On over five billion times since January 2021. The platform reports that 80% of users feel more confident in their purchases and are less likely to return products after using augmented reality. Luxury brands can leverage these statistics to capture the attention of a broad audience and convert them into customers, especially among younger generations. Snapchat reaches over 75% of 13-34-year-olds in 20 countries.
Useful links:
– Snapchat for Business
– Snapchat Lens Studio
