Beauty retailer MECCA Brands (“MECCA”) in partnership with Resolution Digital is harnessing the power of Augmented Reality (AR) to launch a new Dynamic Shopping Lens on Snapchat.
This Lens allows shoppers to browse up-to-date inventory from the M·A·C Cosmetics (“M·A·C”) lipstick line available at MECCA, virtually ‘try them on’ and make product purchases directly from the Snapchat app.
The market-first AR experience combines the scale and efficiency of MECCA’s Product Catalogue with the personalisation and performance of Snap’s AR try-on and visualisation technology. The powerful AR experience presents fan-favourite shades from the M·A·C Product Catalogue, in a single Lens, enhancing the consumer beauty shopping experience.
Available from today, the AR Lens offers Gen Z – the ‘Snapchat Generation’ – a way to seamlessly interact with, try on and click to purchase M·A·C lipsticks available at MECCA, with real-time information being pulled directly from MECCA’s M·A·C Product Catalogue.
Snap’s APAC head of creative strategy, Gareth Leeding, said: “A brand’s Product Catalogue is the foundation of its digital commerce presence, but it’s often a one-size-fits-all approach when it comes to advertising these Catalogues. Augmented Reality (AR) is the new standard for retail, allowing Snapchatters to go from ‘this looks good’, to ‘this looks good on me’.”
“By combining Product Catalogue with AR, we are able to offer shoppers dynamic and personalised shopping experiences, which not only leads to greater engagement, but also eCommerce sales. 74% of Snapchatters who use AR use it for shopping, yet only 1% of retailers say they are using AR – it’s great to see MECCA leading the way here.”
MECCA’s head of digital marketing, Hannah Fillis, said: “A premium customer experience is intrinsic to MECCA, so we’re excited to bring the M·A·C lipstick range to our Gen Z audience on Snapchat – leveraging AR filter technology and our exceptional product selection for a seamless virtual try-on and shopping experience with Snap.”
Resolution Digital’s general manager, Karina Pike, said: “At Resolution Digital, we understand the need to engage consumers beyond traditional omnichannel shopping experiences. We are excited to extend commerce through augmented reality with this first to market opportunity in Australia with MECCA and Snapchat.”