Clairol has become one of the first companies to work with Snapchat’s shoppable lenses and is encouraging consumers to try and buy its hair colors via the new AR technology.
The new Snapchat lens allows users to try, share and now purchase Clairol Color Crave products directly via the app, in a move that is said to allow the Coty-owned brand to merge beauty and tech in a ‘seamless experience’.
Joining Adidas, King and STX Entertainment in the use of the lens, Clairol will also offer consumers How-To videos following the launch on 30th June, 2018.
Anna Vorrias, VP Global and US Marketing Clairol at Coty said, “We’re thrilled to be the first beauty brand to partner with Snapchat’s ‘shoppable’ augmented reality Lens and offer consumers a holistic brand experience and a fun, exciting new way to engage with Clairol. This new technology will enable consumers to virtually try on new haircolor looks with our Color Crave product, then easily shop the look.”
