Digital Transformation

L’Oreal debuts Snapchat Spectacles and diversifies brand ambassadors

By Haley Velasco | Freelance journalist

January 10, 2017 | 3 min read

Snapchat Spectacles made their red-carpet debut Sunday with L’Oreal Paris. The official sponsor of the Golden Globes used the specs to give viewers a sneak peek into the awards show and go behind-the-scenes.

The devices were donned by celebrity makeup artist Sir John, as well as two brand ambassadors, to show everything from celebrities getting ready backstage to the walk down the red carpet.

L’Oreal is no stranger to Snapchat. Last summer, the brand used Snapchat around its Infallible Silkissime eyeliner. Snapchat users could add eyeliner, mascara, foundation, blush as well as some lip color thanks to a sponsored lens.

L’Oreal debuts Snapchat Spectacles; diversifies brand ambassadors

L’Oreal debuts Snapchat Spectacles; diversifies brand ambassadors

But L’Oreal hasn’t just been innovating in the Snapchat arena - the beauty brand has been investing in virtual reality as well. The “Matrix Academy” was created in 2016 to provide stylists the opportunity to learn hair dressing techniques linked to their Matrix shampoo.

The digital innovation comes at a time that the iconic brand is diversifying its look as well. A new campaign for their True Match foundation line features actress Blake Lively, transgender influencer Hari Nef, Chinese model Xiao Wen Ju, Darnell Bernard and plus size models Sabina Karlsson and Marquita Pring. With the campaign’s tagline, “Because I'm worth it,” the ads celebrate diversity and representation while showing off its foundation, which comes in 33 different colors.

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In 2016, L’Oreal made a commitment to diversity with its “Beauty Squad.” By teaming up with five beauty bloggers, the brand created content such as tips and tutorials across their YouTube channels and sent them to key events including London Fashion Week, Paris Fashion Week and the Cannes Film Festival.

Additionally, in August 2016, L’Oreal created the “Because We Are All Worth It” campaign, which debuted with the 'Yours Truly' spot. The campaign centers around diversity in the makeup and features the first man ever to star in a mass market cosmetics ad.

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