Beauty brand L'Oreal recently launched a sponsored Snapchat lens that promoted the new Infallible Silkissime eyeliner. The augmented reality filter applied a virtual makeup look on users that included a cat eye, mascara, foundation, blush and a bit of lipstick, while the lens also featured the brand's logo in the bottom left-hand corner.
The L'Oreal sponsored Snapchat filter ran in the United States over a 24-hour period over the first weekend of June 2016.
Notably, the sponsored Snapchat lens was designed the platform's in-house design team, who also helped design Taco Bell's recent Cinco de Mayo campaign. Essentially, in working directly with clients to design expensive 24-hour campaigns, brands like L'Oreal are subverting the normal process of brokering the deal through an ad agency.