Snapchat has just rolled out an exciting AR makeup filter in collaboration with NYX Professional Makeup, aptly named Beauty Bestie. This innovative filter enhances users’ virtual beauty experience and provides a seamless connection to real-world product purchases, bridging the gap between virtual glamour and tangible beauty.
While AR beauty filters are not a novel concept, Snapchat and NYX have transformed this trend into a strategic marketing tool.
This collaboration aims to showcase products typically found in local pharmacies. This is a move that gains significance as traditional pharmacy chains face closures.
NYX’s partnership with Snapchat serves as a strategic avenue to attract a broader online customer base amid recent challenges in physical locations. You can also use this if the platform is blocked or blacklisted in your location. All you need to do is unblock Snapchat!
To access this interactive beauty experience, users can easily locate the filter by searching “NYX Beauty Bestie” or by visiting NYX Professional Makeup’s public profile on Snapchat.
According to The Verge, the filter presents daily makeup looks crafted by NYX makeup artists, allowing users to personalize them according to their preferences. With each interaction, the filter learns more about the user’s preferences, adding a personalized touch over time, as highlighted in an email from Snapchat.
The filter enhances the virtual makeup application and suggests curated products for users to purchase. By clicking the “more” button, users are seamlessly redirected to the NYX website to explore and buy the recommended products.
Excitingly, NYX plans to introduce a new feature this winter, enabling users to scan NYX products using their phone cameras and receive tutorial videos for optimal product usage.
Beyond makeup, AR filters extend to various beauty-focused experiences, from nail painting to virtual makeup trials. Companies are increasingly exploring avenues to monetize these immersive experiences.
In a strategic move earlier this year, Snapchat launched AR Enterprise Services (ARES). It is a business unit designed to empower brands and customers to try on products and facilitate online shopping experiences virtually.
As the virtual and real worlds converge, Snapchat and NYX’s Beauty Bestie elevate the AR beauty filter game and pave the way for a dynamic and personalized beauty shopping experience right at users’ fingertips.
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