Zydus Wellness
Zydus Wellness used Augmented Reality to launch a new product from its Everyuth Naturals brand in a move that broke beauty industry benchmarks, and proved the role AR plays in connecting brands with consumers across digital and emotional touchpoints.
“It’s essential to connect with consumers across digital, emotional, and cultural touchpoints. Our Snapchat campaign did this. We wanted to launch a new product, and create a meaningful experience.”
- Tarun Arora, CEO and Whole Time Director, Zydus Wellness
Reaching Gen Z through Snapchat
Established in 1988, Zydus Wellness is home to a variety of wellness brands in India. Amongst them is Everyuth Naturals, a beauty and skincare brand rooted in nature. Eager to drive awareness of the brand’s new Golden Glow Sheet Mask among Gen Z, Zydus Wellness needed to consider the demographic’s online behaviour and its expectations of the beauty space. That’s where Snapchat came in.
Leaning into the Lens
To create a campaign that not only reflected Zydus Wellness’ values, but resonated with Gen Z, the brand harnessed the power of Augmented Reality.
Tapping into the demographic’s use of digital platforms for self expression and product discovery, Zydus Wellness developed and delivered a digital-first demo experience which encouraged engagement and ensured sharability among Snapchatters. The interactive ‘Glow Up Lens’ enabled Snapchatters to virtually apply the radiant golden mask, showcasing looks including ‘Date Night Glow’ and ‘Party Night Glow.’
Leading Snap Stars, including Hitika Sachdev, Namrita Kour and Sakshi Keswani, also created content which helped to expand the campaign’s reach and drive emotional connection, while also inspiring a wave of user-generated ‘glow-up’ content across the platform.
The Beauty of Augmented Reality
This innovative approach not only broke industry benchmarks, but proved how AR can turn product trials into powerful brand interactions. By combining immersive tech with emotional insight, the brand’s campaign in April created a moment that was not only fun and functional but proved it understood its audience.
The Everyuth Naturals campaign, which ran between April and May , reached 10 million users and drove 77.36 million impressions. Snapchatters spent an average of 26+ seconds engaging with the brand’s lens (2), with shares reaching 196K and saves reaching 297K 1.
Overall, the campaign was a masterclass in how combining unique products with immersive digital experiences can drive authentic connection with a new generation of consumers.
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