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.