cosnova Brings Virtual Try-On to German Snapchatters at Scale With Catalogue Empowered Shopping Lenses
cost per lipstick try on
swipe up rate for all try on campaigns
virtual try-ons throughout both AR try-ons
cosnova is the global family business behind the beauty brands essence and Catrice. The guiding principle of the business since its founding has been to “make everyone feel more beautiful." This mission not only involves the idea of letting everyone celebrate their own beauty and individuality. It provides consumers with products and services that meet and exceed their continuously rising expectations – for example, by being up to-date with technologies and digital experiences that they offer. AR Try-On is a technology cosnova has used since its beginning, but they wanted to take it one step further and address a broad audience on Snapchat with it.
As cosnova has a lot of different lipstick products in various colours, they wanted to find a solution that was easy to implement and easy for customers to shop. They decided to work with Snapchat, as the quality of the AR Try-on Lens and the success of previous Sponsored Lens results convinced them.
cosnova was one of the first cosmetics companies in Germany to use Catalogue enabled Shopping Lenses that allowed them to not only link their product catalogue to the Lens experience but to create it in Lens Web Builder within minutes. Through catalogue enabled Lenses cosnova was able to easily chose products from two of their brands (essence and Catrice) and invite Snapchatters to seamlessly try on the different lipstick colours. Snapchatters could directly see the product fit on their face, understand the names of the lipstick colour and the price with several product titles that were directly displayed in the Lens experience. By clicking on the relevant title they were able to directly shop their favourite colour with a few clicks. The campaign was optimized towards conversion to push the Sales of essence’s and Catrice’s.
The Catrice and essence Lipstick Try-Ons were tried out over 2,7 M times throughout the campaigns and achieved a 0.01 € cost per lipstick try-on.1 With an impressive swipe-up rate of 3% for both campaigns,2 Catrice & essence not only achieved their goals, but they were able to make a lot of customers happy & have more fun with their own beauty.
"We are intrigued to see how many Users are interested and engaging with AR features which, simple or not, help the brand to be experienced wherever and whenever the consumer wants it to.”
Kevin Lantzsch, Senior Media Manager, cosnova
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