L’Oréal runs its first sponsored Snapchat lens ad
L'Oréal Paris is to run the first Snapchat lens ad for a beauty product this Saturday; a promotion for its Infallible Silkissime eyeliner. When users take a selfie, L'Oréal's graphic adds eyeliner, mascara, foundation, blush, and lip colour. The company worked directly with Snapchat on the campaign and designed the lens in-house. Snapchat lenses cost $450k and up to $750k for premium occasions such as holidays or events. Bypassing agencies and working with brands directly to design the 24-hour ad format enables Snapchat to pitch higher prices to marketers. 

If you use Snapchat to take a selfie this weekend, there's a good chance that you'll also see an eyeliner ad. On Saturday, L'Oréal Paris is running the first Snapchat lens ad for a beauty brand to promote its Infallible Silkissime eyeliner.