L’Oréal Paris UK has partnered with Snapchat to launch a bespoke lens using a brand new technology that allows users to change their hair color and texture by simply blowing a kiss to the App’s camera.

The lens was designed to promote the brand’s Colorista hair make-up range. Launched last week, it was available for 24 hours via the Snapchat lens carousel, and is unlockable for 90 days using an exclusive Snapcode, which will be available at events and promotions.

“Having a Snapchat lens is the perfect way to engage consumers with the Colorista hair make-up range in the most innovative, fun and creative way. Colorista is all about breaking the rules and giving in to color, and we are giving consumers the tools to do just that – just in time for festival season,” said L’Oréal Paris’ Karina Loffler.

“This initiative is one of many L’Oréal Paris UK has been doing to engage differently with a younger audience and embrace the digital transformation. It will be supported on social media by our fantastic dream team of influencers, the Beauty Squad,” added Adrien Koskas, General Manager for L’Oréal Paris UK.