How brands are using Snapchat for 'gamified' beauty moments
How brands are using Snapchat for 'gamified' beauty moments
How brands are using Snapchat for 'gamified' beauty moments
By Priaa Rao
July 06, 2020
Summary
As the pandemic lingers, now disrupting large Southern states like Texas and Florida, Snapchat is leaning into gamified, play moments to entice more beauty brands and users.
"With the popularity of Snapchat among Gen-Z and millennials, we felt like beauty brands had an opportunity to have more of a voice more natively in the space. As more people are at home, people are considering what beauty try-on looks like, and in retailers, that's going to continue to be barrier. So how do you create engagement, knowing that?" said Kaitlin McGirl, Snapchat director of U.S. creative strategy.
"'Embrace the Curl' not only speaks to the power of natural, curly hair, but it also taps into the insight that more people are having to spend more time with their hair versus being in salons and being styled by professionals Consumers are spending the time to find the beauty in their curls," they said.
It's worth noting that while Aussie is part of the P&G portfolio, it doesn't carry the industry and consumer buzz that brands like First Aid Beauty have found on the platform.
Aussie is part of the growing number of brands that are trying to capture the sponsored Lens opportunity.
Erin Sale, vp of U.S marketing and e-commerce at Urban Decay said the beauty brand has seen "Strong performance" on Snapchat, with consistent returns of 200% above its goal across multiple campaigns.
Beyond Lens, Snapchat is increasingly being used to slice and dice a beauty company's audience without possibly alienating a core consumer.
For Sephora, Snapchat has been useful for attracting Gen-Z to its lower-priced Sephora Collection that ranges in price from just $2-$110. It's also good for on-boarding new Beauty Insider members, said Megan Black, vp of digital marketing and media at Sephora.
"We have put an emphasis on Snapchat in 2020, and as a result, have seen an increase in engagement. On the platform, we prioritize content that incorporates products that we know appeal to a younger demo, since they are the group that spends time here and would be interested to learn more. When it comes to paid support, Snapchat drives a large number of Beauty Insider loyalty program sign-ups," she said.
While makeup and hair categories have seen some of the biggest engagement wins from Snapchat, and are the most visual, McGirl said skin care is becoming an "Always-on strategy for many brands on Snap" for showing skin-care routines and products.
Reference
Rao, P. (2020, July 06). How brands are using Snapchat for 'gamified' beauty moments. Retrieved July 06, 2020, from https://www.glossy.co/beauty/how-brands-are-using-snapchat-for-gamified-beauty-moments