Rituals Cosmetics drives consideration in Netherlands and Germany with their Audience Lens

How do you market a bold new line of beauty products to 14-17 year old females? By letting them try it out themselves! To promote the launch of their new Ritual of Holi line in the Netherlands and Germany, Rituals turned to Snapchat for a targeted, multi-product campaign including an Audience Lens, Snap Ads and a big in-store Snapcode Activation. When the colourful dust settled, it turned out to be one of the most successful Lens campaigns in the region to date and one of the highest play times in the Netherlands.

The Lens let Snapchatters experience the Ritual of Holi. First, colourful powder bursts into the screen from all sides. Then, the Shower Flower Foam comes in, cleanses your face and makes you ‘Holi Awesome’.

Snapcodes unlocking the Lens were featured in magazines and on store windows, resulting in extra visibility and reach and encouraging as many users as possible, both online and offline, to interact with the brand.

Rituals used several different creatives for their Snap Ads, featuring the campaign's two young faces. From a fun Snap Ad encouraging you to swipe up and unlock the Lens, to product specific ones taking you to the website to shop.

Rituals used several different creatives for their Snap Ads, featuring the campaigns two young faces. From a fun Snap Ad encouraging you to swipe up and unlock the Lens, to product specific ones taking you to the website to shop. The results: more than 50 million impressions and 459.000 swipe ups.