Estée Lauder Companies bets on Snapchat AR commerce

Estée Lauder Companies is leaning on Snapchat’s new social AR shopping capabilities.On May 20, MAC became the first brand in the ELC portfolio to debut a shoppable Snapchat AR try-on lens. Using technology developed through Snapchat’s partnership with Perfect Corp., MAC is offering four different lenses that present a total of 20 lip and eye products. Users can scroll through and test the different shades of each product and then click the link in the lens to purchase on MAC’s DTC site. ELC brands Too Faced, Bobbi Brown and Smashbox will debut on Snapchat with their own shoppable technology over the next few months. “One thing that we saw during Covid is that there was a huge shift in where consumers spent their time, and [their] consumption of social media made it really important that we go and be where they are,” said Salima Popatia, svp of global consumer acquisition and retention for Estée Lauder Companies’ online division.  MAC’s new foray on Snapchat is the first time ELC has adopted the platform’s shoppable lenses. In December 2020, L’Oréal-owned NYX Cosmetics launched an AR try-on and virtual shopping experience on Snapchat.  The purpose of Snapchat’s new partnership with Perfect Corp. is…
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