L’Oreal is embracing Snapchat to illustrate its rainbow hair colour make-up range which will enable over 10 million active daily platform users in the UK to experiment with different shades and textures by simply blowing a kiss – eliminating the need to reach for the hair dye.
The Colorista Snapchat lens will be available for 24 hours only but can then be unlocked for up to 90 days after this date by redeeming a special code made available at festivals and out of home adverts by pointing the Snapchat camera at the snapcode while holding down on the screen.
Karina Löffler from L’Oréal Paris said: “Having a Snapchat lens is the perfect way to engage consumers with the Colorista hair makeup range in the most innovative, fun and creative way. Colorista is all about breaking the rules and giving in to colour, and we are giving consumers the tools to do just that –just in time for festival season.”
Adrien Koskas, general manager for L’Oreal Paris UK, added: “This initiative is one of many L’Oreal Paris UK has been doing to engage differently with a younger audience and embrace the digital transformation. It will be supported on social media by our fantastic dream team of influencers, the Beauty Squad.”
In this way L’Oreal hope that Colorista will become a major social media talking point over the summer festival season.