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Snapchat is one of the most popular applications in the world. With millions of daily users, it continues to reinvent itself as time and trends change. Originally known for its filters and ephemeral messages, the platform is now developing new technologies for luxury brands that appeal to consumers. Between information and entertainment, the application with the ghost logo is one of the best-selling and most innovative.
Snapchat used to be known for its short format – ten seconds -, its filters such as the dog filter or the best friends function. But with over 600 million monthly active users worldwide, Snapchat has reinvented itself to offer new features to its users as well as luxury brands. Want to change your hair colour or try out some new products from the latest Dior collection? No problem, with augmented reality, Snapchat allows you to see yourself as a blonde, brunette, redhead or even test all sorts of fashion accessories.
In France, the application has 27 million users, including 19 million daily. The age group most affected is the 15-24 year olds. But as surprising as it may seem, the average age of a French snapchat user is…35.
According to the application’s French director, Grégory Gazagne, the ephemeral nature of the application is very attractive to young people. They can express themselves spontaneously and more freely, compared to other platforms such as Instagram or Tik Tok.
According to Grégory Gazagne, people often confuse the platform with the yellow logo with a social network, “whereas it is a visual messaging application”. It is precisely this concept of sharing with friends in a private way that makes it successful. Users can express themselves differently through messages, videos, filters and also augmented reality.
For a few years now, the application has been focusing on this functionality. It started with filters as a basic use, then augmented reality became more fun. According to Geoffrey Perez, Snapchat’s head of luxury, it is necessary to “build on the real world to create engaging and immersive experiences. Today, more than 250 million users use filters, and therefore make use of virtual reality”.
Innovative features
After filters and the Snapchat Discovery feature that delivers real-time information, Snapchat is creating new technologies for consumers, as well as brands.
At a recent event with premium and beauty brands, it unveiled its innovative features in a bid to improve the shopping experience and attract more and more brands.
“Augmented reality is seen by luxury houses as an extension of their creative worlds. They have found an almost infinite playground that allows them to express the uniqueness of their worlds in a different way. Technology becomes an artistic canvas and Snapchat is the best space to create without limits,” said Perez in June.
Gucci, Dior, Off-White, Chanel, the luxury houses are flocking to the platform. Between product promotion, digital scenographies and virtual fittings, there are many possibilities for brands to reach the snap public. To give an example, according to Geoffrey Perez, Dior promoted its new trainer, the B27, by offering a filter allowing users to try it on virtually. This generated sales from Snapchat users, in addition to the Parisian fashion house’s usual clientele.
New technology tools
Wishing to go further in its innovations and developments, the platform presented to the luxury and beauty industry its new features dedicated to shopping, in particular with the Dress up tab, accessible in the Explorer section of Snapchat. Created a few months ago, it brings together all the initiatives dedicated to fashion and beauty with brands such as Prada or L’Oréal.
This feature will allow users to try on clothes in augmented reality in just a few clicks. According to Geoffrey Perez, Dress up “transforms the online shopping experience”. The idea is to recreate a shopping experience worthy of real-life boutiques. Designed to encourage online shopping, it will also offer a way to find recently viewed items to add them more quickly to the basket and finalise payment.
Based on augmented reality (AR), other innovative technologies are being implemented, such as those that optimise the rendering of visual fittings. You can find True Size for Eyewear, to adapt glasses to the dimensions of the face. Wrist Tracking adapts watches and bracelets to the wrist, Body Mesh is dedicated to the harmonisation of clothes according to silhouettes, while Ray-tracing is devoted to the shine and reflections of materials.
Other new features were presented, such as AR Image Technology, which applies and adapts a part to a photo, thus eliminating the need for Photoshop. While the AR mirror allows you to experience Lenses (special effects based on augmented reality) on a large screen.
Snapchat has now become much more than an application. It is as much a communication platform as it is a visual playground, and an experiential 2.0 shopping mall.
Through these new technologies, the American platform intends to enhance the value of its millions of subscribers to brands, who have used Lenses more than five billion times since January 2021. According to the platform, 60 to 80% of shoppers are more confident in their purchases and less likely to return products after using augmented reality. Through AR media campaigns and other means, luxury brands will be able to capture the attention of a new and broader customer base, including the younger generation, which happens to be the most present on the platform in some 20 countries.
Read also > Dior, Chaumet, Louis Vuitton: Luxury brands seize augmented reality filters for social networks
Snapchat is one of the most popular applications in the world. With millions of daily users, it continues to reinvent itself as time and trends change. Originally known for its filters and ephemeral messages, the platform is now developing new technologies for luxury brands that appeal to consumers. Between information and entertainment, the application with the ghost logo is one of the best-selling and most innovative.
Snapchat used to be known for its short format – ten seconds -, its filters such as the dog filter or the best friends function. But with over 600 million monthly active users worldwide, Snapchat has reinvented itself to offer new features to its users as well as luxury brands. Want to change your hair colour or try out some new products from the latest Dior collection? No problem, with augmented reality, Snapchat allows you to see yourself as a blonde, brunette, redhead or even test all sorts of fashion accessories.
In France, the application has 27 million users, including 19 million daily. The age group most affected is the 15-24 year olds. But as surprising as it may seem, the average age of a French snapchat user is…35.
According to the application’s French director, Grégory Gazagne, the ephemeral nature of the application is very attractive to young people. They can express themselves spontaneously and more freely, compared to other platforms such as Instagram or Tik Tok.
According to Grégory Gazagne, people often confuse the platform with the yellow logo with a social network, “whereas it is a visual messaging application”. It is precisely this concept of sharing with friends in a private way that makes it successful. Users can express themselves differently through messages, videos, filters and also augmented reality.
For a few years now, the application has been focusing on this functionality. It started with filters as a basic use, then augmented reality became more fun. According to Geoffrey Perez, Snapchat’s head of luxury, it is necessary to “build on the real world to create engaging and immersive experiences. Today, more than 250 million users use filters, and therefore make use of virtual reality”.
Innovative features
After filters and the Snapchat Discovery feature that delivers real-time information, Snapchat is creating new technologies for consumers, as well as brands.
At a recent event with premium and beauty brands, it unveiled its innovative features in a bid to improve the shopping experience and attract more and more brands.
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Snapchat is one of the most popular applications in the world. With millions of daily users, it continues to reinvent itself as time and trends change. Originally known for its filters and ephemeral messages, the platform is now developing new technologies for luxury brands that appeal to consumers. Between information and entertainment, the application with the ghost logo is one of the best-selling and most innovative.
Snapchat used to be known for its short format – ten seconds -, its filters such as the dog filter or the best friends function. But with over 600 million monthly active users worldwide, Snapchat has reinvented itself to offer new features to its users as well as luxury brands. Want to change your hair colour or try out some new products from the latest Dior collection? No problem, with augmented reality, Snapchat allows you to see yourself as a blonde, brunette, redhead or even test all sorts of fashion accessories.
In France, the application has 27 million users, including 19 million daily. The age group most affected is the 15-24 year olds. But as surprising as it may seem, the average age of a French snapchat user is…35.
According to the application’s French director, Grégory Gazagne, the ephemeral nature of the application is very attractive to young people. They can express themselves spontaneously and more freely, compared to other platforms such as Instagram or Tik Tok.
According to Grégory Gazagne, people often confuse the platform with the yellow logo with a social network, “whereas it is a visual messaging application”. It is precisely this concept of sharing with friends in a private way that makes it successful. Users can express themselves differently through messages, videos, filters and also augmented reality.
For a few years now, the application has been focusing on this functionality. It started with filters as a basic use, then augmented reality became more fun. According to Geoffrey Perez, Snapchat’s head of luxury, it is necessary to “build on the real world to create engaging and immersive experiences. Today, more than 250 million users use filters, and therefore make use of virtual reality”.
Innovative features
After filters and the Snapchat Discovery feature that delivers real-time information, Snapchat is creating new technologies for consumers, as well as brands.
At a recent event with premium and beauty brands, it unveiled its innovative features in a bid to improve the shopping experience and attract more and more brands.
[…][/vc_column_text][vc_cta h2=”This article is reserved for subscribers.” h2_font_container=”tag:h2|font_size:16|text_align:left” h2_use_theme_fonts=”yes” h4=”Subscribe now !” h4_font_container=”tag:h2|font_size:32|text_align:left|line_height:bas” h4_use_theme_fonts=”yes” txt_align=”center” color=”black” add_button=”right” btn_title=”I SUBSCRIBE !” btn_color=”danger” btn_size=”lg” btn_align=”center” use_custom_fonts_h2=”true” use_custom_fonts_h4=”true” btn_button_block=”true” btn_custom_onclick=”true” btn_link=”url:https%3A%2F%2Fluxus-plus.com%2Fen%2Fsubscriptions-and-newsletter-special-offer-valid-until-september-30-2020-2-2%2F”]Get unlimited access to all articles and live a new reading experience, preview contents, exclusive newsletters…
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