Maybelline and Farmacy Embrace Snapchat's Halloween AR Lenses

Article Brief: 

Snapchat has unveiled a lineup of brands that are utilizing its Halloween-themed augmented reality (AR) lenses, as disclosed to Our Website.

Maybelline utilizes AR lenses to promote seasonal makeup looks. Farmacy, a beauty retailer, runs its first Snapchat AR lens to advertise a Green Clean cleansing balm. Nickelodeon and Paramount+ create an immersive experience centered around "Monster High 2." Universal uses AR to market the "Five Nights at Freddy's" movie.

These recent collaborations come as parent company Snap aims to revive its advertising business after a period of stagnation. In its Q3 earnings report, Snap recorded positive revenue growth and a 12% increase in daily active users.

Article Insight:

To cater to the Halloween frenzy and engage with the younger demographic, Snapchat is leveraging its popular AR technology to assist brands. With a staggering 400 million daily active users, which is the highest ever recorded for the platform, and an additional 250 million users embracing AR on the app daily, as stated in Snap's recent earnings report, Snapchat is positioning itself as the go-to platform for marketers.

Maybelline has joined the lineup of advertisers, offering consumers a range of augmented reality (AR) lenses for Halloween makeup inspiration. By using these lenses, consumers can visualize themselves in various animal-inspired looks such as cheetah, zebra, and butterfly. The aim is to combine jungle chic with the energy of the NYC streets.

Another beauty brand, Farmacy, is leveraging its first Snapchat AR lens to promote the Green Clean Challenge. This annual initiative highlights the effectiveness of Farmacy's Green Clean cleansing balm, which is particularly useful for removing stubborn Halloween glam.

Moreover, Nickelodeon and Paramount+ have collaborated on an AR experience to promote "Monster High 2," the sequel to a successful campaign from the previous year. The augmented reality lens showcases popular characters from the movie including Toralei, Clawdeen, Draculaura, Frankie, and Deuce. Paramount+ also utilized Snap's premium ad placement solution called First Lens on October 5th to enhance the promotion of this AR experience.

In the realm of movies, Universal is promoting "Five Nights at Freddy's" through an AR lens. This lens displays a random lineup of scary characters from the film, which is based on a video game. In addition to brand collaborations, Snapchat has created its own Halloween AR lenses. The platform is planning to release four new costumes for Bitmoji, an emoji personalized by users, as well as virtual Halloween tees for virtual characters.

Snapchat's Halloween announcement follows the Q3 earnings release of its parent company, Snap. During this period, the company experienced a 12% growth in daily active users compared to the same period last year. Revenue also returned to positive growth, increasing by 5% year-over-year. This turnaround in revenue is credited to the development of machine learning and optimization processes that enhance ad targeting. To overcome business struggles, Snap has implemented significant cost cuts, including layoffs.

Snap has actively worked towards attracting more brands to its platform. In October, the company introduced Creator Collab Campaigns, a range of advertising solutions aimed at simplifying brand collaborations with creators. Additionally, Snapchat recently launched "Phantom House," an engaging content series centered around content creators trying to escape a haunted house. Snap has positioned this series as an exclusive advertising opportunity for brands, with big players like Maybelline and Disney+ already embracing it.