L’Oréal
L’Oréal was keen to understand if Snapchat drives incremental offline sales for their brand essie in Denmark. To get an answer, L’Oréal and Snapchat partnered with the 3rd party measurement provider Choreograph to run a Geo-Lift study.
- Karolina Starkhammar, Head of Media, L’Oréal Nordics
For over three years, essie has included customized AR lenses on Snapchat for key moments, including Midsummer and the holiday season. These initiatives have delivered strong brand performance, generating notable results across essential brand metrics.
For Midsummer 2025, essie wanted to deepen its understanding of Snapchat’s impact in the Nordics – and evaluate how awareness and consideration campaigns on the platform could drive incremental offline sales. So, for essie’s campaign in Denmark, L’Oréal partnered with Snap and Choreograph to complete a geolift experiment using AR Lenses, Commercials and Snap Ads.
The brand’s Ads and Commercials tapped perfectly into the hazy aesthetic of a summer day by leaning heavily on botanicals and blush tones to bring the range to life. Meanwhile, the AR Lens invited Snapchatters to trial essie’s shades by trying on different floral crowns and polish colours. Through the power of AR, the brand’s target audience could pilot the shades before committing to the purchase.
The test’s aim was to provide a clearer view of Snapchat’s full-funnel contribution, measured through offline sales. The results showed that Snapchat clearly drives net sales value, with a 10.3% uplift in incremental offline sales. It also showed that Snapchat led to a 13.1% increase in units sold 1.
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