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 objective allows shoppers to browse up-to-date inventory of the M A C Cosmetics (“M A C”) line of lipsticks available at MECCA, virtually “try them on” and make purchases of products directly from the Snapchat app.
The first-to-market AR experience combines the scale and efficiency of MECCA’s product catalog with the personalization and performance of Snap’s AR testing and viewing technology. The powerful AR experience features fan-favorite shades from the M·A·C product catalog, all in one lens, enhancing consumers’ beauty shopping experience.
Available starting today, the AR lens gives Gen Z – the “Snapchat generation” – a way to seamlessly interact with, try on, and click to buy M A lipsticks. ·C available from MECCA, with real-time information pulled directly from MECCA. Catalog of M A C products.
Snap APAC’s Head of Creative Strategy, Gareth Leeding, said, “A brand’s product catalog is the foundation of its presence in digital commerce, but it’s often a one-size-fits-all approach when it comes to is to advertise these catalogs. Augmented reality (AR) is the new normal for retail, allowing Snapchatters to go from “it looks good” to “it looks good on me”.
“By combining Product Catalog with AR, we are able to provide shoppers with dynamic and personalized shopping experiences, which not only leads to greater engagement, but also to online sales. 74% of Snapchatters who use AR use it for shopping, but only 1% of retailers say they use 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 Managing Director Karina Pike said, “At Resolution Digital, we understand the need to engage consumers beyond traditional omnichannel shopping experiences. We are excited to expand commerce through augmented reality with this first market opportunity in Australia with MECCA and Snapchat.