THE WHAT? Snapchat has partnered with OPI to usher in a new AR filter that allows users to try out nail colors or designs on the social media platform, according to a report published by The Verge.

THE DETAILS The AR lens applies color and pattern virtually to users’ fingernails, enabling trial before purchase of popular shades. The filter features an array of colors from the Coty-owned brand but does not include an e-commerce element.

THE WHY? The launch is in line with Snapchat’s wider strategic priorities, namely to extend its direct shopping capabilities and the launch of new unit AR Enterprise Services, aimed at building its brand marketing offer.