# Beauty Brand Makeup Lenses L'Oreal Ran a Sponsored Snapchat Lens That Applied Eyeliner to Users By Rebecca Byers | Published 2016-06-06 | Fashion Source: Trend Hunter, https://www.trendhunter.com/trends/sponsored-snapchat-lens References: [adweek](http://www.adweek.com/news/technology/loreal-will-add-makeup-selfies-first-beauty-brand-snapchat-lens-171810) Beauty brand [L'Oreal](https://www.trendhunter.com/trends/loreal-sync) recently launched a sponsored [Snapchat](https://www.trendhunter.com/trends/snapchat-and-loreal) 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](https://www.trendhunter.com/trends/freaks-store-x-taco-bell) 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. ## Trend Insights (Trend Hunter) - Score: 4.8/10 - Popularity: 53% | Activity: 84% | Freshness: 8% - Audience gender: 50% men, 50% women - Primary generations: Gen Z, Millennial, Gen X - Top markets: North America, South America, Europe, Asia ## Categories [Trend Hunter](https://www.trendhunter.com/trends) > [Fashion](https://www.trendhunter.com/fashion) > [Cosmetics](https://www.trendhunter.com/cosmetics) ## Key Themes ### What Makes This Trend Stand Out - **AR Makeup Filters:** There's an opportunity for startups to develop AR/VR intimate fashion and makeup technology that enables customers to see and buy beauty products directly from an app. - **Social Media Advertising:** Brands that create strategic in-house teams can provide a faster and more cost-effective marketing strategy, and those that master social media advertising can rapidly increase sales from a younger demographic. - **Sponsored Snapchat Lenses:** The increasing popularity of Snapchat opens up new interests for advertisers looking for a fun and engaging way to reach a younger demographic effectively. ### Sectors Adopting This - **Beauty:** Companies can leverage augmented reality and social media to produce more customized and engaging customer experiences and fill the need for personalized virtual beauty consultations. - **Social Media:** Using in-house design teams to produce viral social media campaigns can increase brands' social media presence, engagement, and ultimately, revenue. - **Advertising:** By taking advantage of sponsored Snapchat lenses and other interactive ads, businesses of all sizes can increase visibility, brand recognition, and sales in an ever-growing social media-driven marketing landscape. ## Related on Trend Hunter - [AR-Powered Vending Machines](https://www.trendhunter.com/trends/snapchat-and-loreal.md) - [Product-Integrated Filters](https://www.trendhunter.com/trends/nyx-beauty-bestie.md) - [AR-Powered Makeup Experiences](https://www.trendhunter.com/trends/beauty-bestie-20.md) - [GenAI Fashion Lenses](https://www.trendhunter.com/trends/sponsored-ai-lens-on-snapchat.md) - [Digital Avatar Cosmetics](https://www.trendhunter.com/trends/bitmoji-beauty-drop.md) - [GenAI Social Media Lenses](https://www.trendhunter.com/trends/imagine-lens.md) - [AR-Based Eyewear Try-Ons](https://www.trendhunter.com/trends/amazon-fashion-1.md) - [Gen-Z-Focused AR Campaigns](https://www.trendhunter.com/trends/tryon-haul-lens.md) - [AR-Enhanced Hair Dye Boxes](https://www.trendhunter.com/trends/ar-packaging-experience.md)