L’Oréal USA today released eight custom-branded augmented reality lenses for the Snap Camera desktop platform, in a first-of-its-kind partnership between the beauty leader and Snap Inc. The L’Oréal USA branded lenses will be featured on Snap Camera for one week in a dedicated “beauty” area on the platform’s opening page.

The featured augmented -reality (AR) Lenses include a variety of offerings from Garnier, Lancôme, L’Oréal Paris, and Maybelline. Using the Lenses in Snap Camera, users will be able to try on a variety of beauty looks across multiple categories, including hair colour, makeup, fragrance, and skincare. Snap Camera is free to download and use, and the L’Oréal Lenses will be available to Snap Camera users globally.

Eight L'Oréal USA branded lenses, from Garnier, Lancôme, L'Oréal Paris, and...

Eight L’Oréal USA branded lenses, from Garnier, Lancôme, L’Oréal Paris, and Maybelline, are available free for video chats on Mac and PC

Snap technology creates new avenues for self-expression, and at L’Oréal we view self-expression as the foundation of beauty,” said Gretchen Saegh-Fleming, CMO of L’Oréal USA. “Offering the first beauty lenses for Snap Camera means we can provide our consumers with a new and engaging way to experience our products and brands - and a no-fuss addition to their at-home beauty routine, at the ready for their next video chat.

According to L’Oréal, Snapchat offers brands one of the most effective ways to engage with a large, growing, unique and unduplicated Millennial and Gen Z audience. Parent company Snap Inc. has recently seen more than a 30x increase in the daily downloads of Snap Camera, which syncs with any camera connected to your computer and allows people to add Snap’s entire suite of Lenses to whichever video service they use.

Thus, Snap Camera users can play with a series of fun beauty Lenses provided by L’Oréal brands znd virtually test new products to look their best while at home.

This is the power of AR: not to only entertain but enable product discovery and consumer utility,” said Carolina Arguelles, Head of Global AR Product Marketing, Snap Inc.