Clairol and Snapchat are Testing Shoppable Augmented Reality Ads
Laura McQuarrie — May 4, 2018 — Tech
References: drugstorenews & adage
Although there are many online tools and apps that provide consumers with virtual makeovers, it has always been a challenge for hair color to be altered with the same ease as virtual makeup—Snapchat and Clairol are out to challenge this with their new shoppable augmented reality ads.
Snapchat has become well-known for its AR lenses, and its new shoppable ads work in just the same way, but may be connected to a video, a website, an app page or a shopping platform. With Clariol, Snapchat is giving social media users the chance to effortlessly change their hair color and then shop for the real-world range of Color Crave products.
As well as introducing augmented reality shopping ads with Clairol, Snapchat is also testing ads with adidas, King—maker of the mobile Candy Crush game—and the STX movie studio. Snapchat and Clairol are running their color-changing hair ads this summer during the height of festival season.
Snapchat has become well-known for its AR lenses, and its new shoppable ads work in just the same way, but may be connected to a video, a website, an app page or a shopping platform. With Clariol, Snapchat is giving social media users the chance to effortlessly change their hair color and then shop for the real-world range of Color Crave products.
As well as introducing augmented reality shopping ads with Clairol, Snapchat is also testing ads with adidas, King—maker of the mobile Candy Crush game—and the STX movie studio. Snapchat and Clairol are running their color-changing hair ads this summer during the height of festival season.
Trend Themes
1. Shoppable AR Ads - The rise of shoppable AR ads in social media platforms presents opportunities for brands to provide consumers with personalized and highly engaging shopping experiences.
2. Virtual Hair Try-on - Virtual hair try-on technology is disrupting the beauty industry by enabling consumers to experiment with different hair colors and styles without physically trying them on.
3. AR Marketing with Snap - AR marketing campaigns using Snapchat's AR lenses offer an innovative and interactive way for brands to promote their products and provide users with immersive experiences.
Industry Implications
1. Beauty - The beauty industry can leverage virtual hair try-on technology to provide customers with more personalized product recommendations and enhance the online shopping experience.
2. E-commerce - Shoppable AR ads can drive online sales by providing users with a seamless way to shop for products featured in the ad without leaving the social media platform.
3. Entertainment - AR marketing campaigns using Snapchat's AR lenses can enhance movie studio promotions, engage with audiences, and create buzz around new releases.
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