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Lancôme / Snap To Purchase

by Contagious I/O

This story originally appeared on Contagious I/O, our intelligence tool featuring the most creative and effective ideas in marketing from around the world

French cosmetics brand launches shoppable ads on Snapchat

Beauty brand Lancôme has created one of the first shoppable ads on Snapchat. The ads are 10-second videos promoting the brand’s new Juicy Shaker lip oil. These promo videos are interspersed between articles, photos and videos on Cosmopolitan’s Discover channel – an official channel from the publisher on the messaging app’s main page.

Unlike traditional Snapchat ads, which are usually 10-second videos with no call-to-action, the Lancôme promos include a ‘swipe up’ message, encouraging viewers to explore more. Swiping up on the screen reveals the company’s mobile site from which people can shop without leaving Snapchat.

In other Snapchat-related news, US retailer Target has also introduced the shoppable in-app ads. When people swipe up, the videos bring up Target’s mobile website page where users can explore featured products and buy them directly through the messaging platform.

 

Contagious Insight / 

Social commerce / We now use regularly social media sites to find shopping inspiration and now more of these platforms are offering purchase functionality. When we interviewed Andy Narayanan, vice president of visual intelligence at artificial intelligence company Sentient Technologies for our Humanising Online Retail trend, he mentioned that ‘The user behaviour on the internet is changing significantly. The way that we engage with Instagram, Pinterest and Facebook is influencing our behaviour on ecommerce sites.’ Lancôme’s shoppable ads offer the option to buy without leaving the platform, creating a seamless experience and shortens the consumer journey from inspiration to purchase.

Evolution of Snapchat / This is another example how Snapchat is becoming a powerful publishing and media platform that marketers can’t afford to ignore. And the fact that we continue to see brands from a variety of industries using it – from beauty, luxury and fashion through to media and FMCG – shows that Snapchat has a huge potential to reach consumers, regardless of the field a company operates in.

 

 

This story originally appeared on Contagious I/O, our intelligence tool featuring the most creative and effective ideas in marketing from around the world. I/O helps anyone in the world of marketing understand why brands are innovating, how they're doing it and with what success.

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