Snapchat, L’Oreal Launch New Immersive Experience

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Snapchat has announced a collaboration with L’Oreal’s Colour Protect haircare range, which is now available in a refillable pouch and with a new key ingredient Vitamin Cg.

From 11-13 April, people will be able to visit a pop-up AR powered beauty vending machine at Westfield Shopping Centre in White City, West London to win a free refill of L’Oreal’s ELVIVE Colour Protect Shampoo. 

Using a custom gamified Snapchat Lens, consumers will play a game to lock in their colour in order to unlock a free refill. A key objective of the campaign is to drive a behaviour change in a deeply established haircare category. In a category obsessed with ‘what’s new’, L’Oreal says it wants to celebrate the act of refilling your old shampoo bottle.

The campaign is supported by a 360-degree brand media activity running from 26 March to 22 April, across TV, OOH, digital and social.

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