Snapchat Launches AR Shopping Lens With MECCA Beauty

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.

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.

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.