Snapchat, in collaboration with NYX Professional Makeup, has unveiled a groundbreaking AR makeup filter named Beauty Bestie. This innovative tool is more than just a virtual beauty experience; it cleverly integrates online shopping, providing users with a seamless path from trying to buy makeup products.
The AR beauty filter concept, though not entirely new, takes a creative leap with Beauty Bestie. Users can access the filter on Snapchat by searching for “NYX Beauty Bestie” or visiting NYX’s public profile. The filter offers daily customizable makeup looks curated by NYX makeup artists. Its unique feature is its learning algorithm that adapts to user preferences, enhancing personalization with each interaction.
What sets Beauty Bestie apart is its direct e-commerce integration. As users experiment with different makeup looks, a “more” button emerges, linking them to the NYX website where they can purchase the products used in the virtual makeover. This feature is a strategic move by NYX, especially considering the recent closures of many physical pharmacy locations where NYX products are typically sold.
In the upcoming winter season, NYX aims to further enrich the user experience by introducing a product scanning feature. This will allow users to scan an NYX product with their phone camera and access tutorial videos, adding an educational dimension to the shopping experience.
Snapchat’s AR Enterprise Services (ARES) business unit, which focuses on leveraging AR for virtual product trials and online shopping, supports this initiative. The launch of Beauty Bestie is a testament to the growing importance of AR in the beauty industry and the potential of AR tools as effective e-commerce platforms.
The Beauty Bestie filter by Snapchat and NYX is a brilliant fusion of AR technology and online shopping, setting a new standard in the digital beauty industry. This initiative not only enhances user engagement through personalized experiences but also smartly capitalizes on the shift toward online shopping. It’s a forward-thinking approach that could shape future marketing strategies in the beauty sector.