L'Oreal targets younger audience with Snapchat hair colour lens

Cosmetics brand L'Oreal is looking to attract a younger audience to its products by putting Snapchat at the centre of its new advertising campaign.
 
L'Oreal has launched a new range of hair make-up kits entitled Colorista that allow people to temporarily change their hair colour. To enable them to test out the different colours before purchasing, customers have been invited to use a Snapchat lens, which changes the colour of their hair for them.
 
Users simply need to blow a kiss at the Snapchat camera for their hair colour to seemingly instantly change.
 
Consumers can then share the images generated via the lens on their social media channels, but they are only able to access these in the first place by redeeming codes via their smartphone at various music festivals or in other outdoor advertising locations.
 
Karina Loffler of L'Oreal Paris commented: "Having a Snapchat lens is the perfect way to engage consumers with the Colorista hair make-up range in the most innovative, fun and creative way."
 
L'Oreal has traditionally been associated with a slightly older audience than the typical festival-going millennial Snapchat user, but by incorporating the social channel in its latest campaign, the brand is broadening its appeal.