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MAC x Snapchat Shoppable Lenses Debut

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Shoppable lenses will allow MAC to tap into consumers' desire for fun, convenient experiences.

MAC Cosmetics has launched four shoppable try-on lenses for 20 MAC lip and eye makeup products on Snapchat, per Forbes. Virtual try-ons are nothing new, but the Snapchat partnershiop is the first of its kind for Estée Lauder.

Forbes quoted Salima Popatia, senior vice president, global consumer acquisition and retention, Estee Lauder Companies, as saying of the partnership, “It’s a complete reframing of consumer intent and the marketing funnel—driven by impulse, driven by the moment, driven by creative inspiration; media becomes the store.”

As Global Cosmetic Industry reported in December 2020, Perfect Corp., creator of YouCam, collaborated with Snapchat parent Snap Inc. to integrate augmented reality (AR) beauty try-on experiences into the Snapchat platform.

The partnership enables brands to bring digital and AR experiences that they have already created with Perfect Corp. into Snapchat and turn those experiences into Snapchat Lenses which will live on their Brand Profiles.

Snapchat users can then discover, experiment with, and shop for beauty products from Perfect Corp. beauty brands.

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