The new beauty filters you need to try

L’Oréal is keeping us entertained during isolation, releasing eight custom-branded augmented reality lenses for the Snap Camera desktop platform.

The first-of-its-kind partnership between the beauty leader and Snap, the founder of Snapchat, will be featured for one week in a dedicated 'beauty'  section on the platform’s opening page.

Users can virtually try-on looks from eight brands including Garnier, Lancôme, L’Oréal Paris and Maybelline, across multiple categories such as hair colour, makeup, fragrance and skincare.

“Snap technology creates new avenues for self-expression, and at L’Oréal we view self-expression as the foundation of beauty,” said L’Oréal USA CMO, Gretchen Saegh-Fleming.

“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 30 times 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.

“We are excited to have L’Oréal, a true leader in beauty, as our partner for a new section in the Snap Camera, where people can play with gun beauty lenses,” said Snap head of global AR product marketing, Carolina Arguelles.

“This is the power of AR: not to only entertain but enable product discovery and consumer utility.”

Snap Camera is free to download and use, and the L’Oréal lenses will be available globally.