Snapchat Launches AR Shopping Lens With MECCA Beauty

Product Purchases¹
Purchase Value¹

Perfecting the Pout

Over the past 25 years MECCA has grown to become Australasia’s largest prestige beauty retailer, serving more than four million customers each year. With more than 100 stores across Australia and New Zealand, as well as online stores in both countries and T-Mall global, MECCA offers an exclusive edit of the best in beauty from more than 200 brands*. To promote the launch of a new line of lipsticks from MAC Cosmetics, MECCA set out to deliver a unique experience to their customers by creating a true-to-life, AR try-on experience that ensured the lipstick shades accurately reflected the product.

The Beauty of AR Product Try-ons

MECCA was interested in using AR product try-on to deliver a unique and seamless experience to their customers — anytime, anywhere. Since the global pandemic, customers have been seeking out virtual makeup try-on, and MECCA understood this challenge. The brand wanted to offer beauty lovers a way to shop the new lipstick range that was not only innovative and hyper-personalized but safe, too.
Partnering with Snapchat for a market-first AR experience, the campaign used the latest catalog-powered Shopping Lenses to enable Snapchatters to browse and try on lipsticks from the MAC Cosmetics collection at MECCA via a dynamic catalogue feed. After virtually trying on different shades, users could carry out a purchase directly on Snapchat.

Beautiful, Shimmering Results

MECCA’s campaign was a stunning achievement! The catalog-powered AR Shopping Lens drove 4X purchases², 3.7X of purchase value³ and 2.4X ROAS⁴, vs. campaign benchmarks when no AR lens included.

A premium customer experience is intrinsic to MECCA, so we’re excited to bring the MAC lipstick range to our Gen Z audience on Snapchat, leveraging AR filter technology and our exceptional product selection for a seamless virtual try-on and shopping experience with Snapchat.

Hannah Fillis, Head of Digital Marketing at MECCA

* Since opening its doors in Melbourne in 1997, MECCA has completely redefined the Australasian beauty landscape, championing retail innovation and delivering the ultimate beauty experience to customers. Founded by Jo Horgan, the powerhouse retailer presents the best in global beauty across over 100 Australian and New Zealand stores, operating eight unique and highly innovative beauty concepts: Mecca Cosmetica, Mecca Maxima, MECCA, MECCA Resort, /, in China on and most recently the MECCA App. Together, these concepts deliver an exclusive and carefully curated edit of over 180 of the best global beauty brands, exceptional service and beauty expertise, each within a unique store or online environment tailored to how customers choose to shop beauty.
1 VS. campaign benchmarks (Jan-May 2022) when AR shopping Lens was not part of the overall campaign product mix.
2 Data from Snap Ads Manager as of Jan 01 - June 30, 2022.
3 Data from Snap Ads Manager as of Jan 01 - June 30, 2022.
4 Data from Snap Ads Manager as of Jan 01 - June 30, 2022.