Farmacy Beauty’s Snapchat AR Lens: Transformative Marketing in the Digital Beauty Landscape

On October 26, 2023, Farmacy Beauty ran the first-ever Snapchat AR lens to promote its best-selling Green Clean cleansing balm. It’s a holiday marketing effort to show off the super cleansing power of its Green Clean cleansing balm, which can effortlessly remove over-the-top Halloween makeup.

With beauty competition so fierce, personalization, gamification, and investing in new product tools and technologies are by no means new phenomena in the world of digital beauty. As Snapchat grows in popularity among Gen Z and Millennials, skincare is becoming a “permanent strategy for many brands on Snap” to showcase skincare routines and products, and the returns from existing campaigns are extremely high. Last year, beauty brands such as Farmacy and Maybelline collaborated with Snap to launch a series of attractive product content to gain more attention from young people.

I think the Snapchat AR lens game is an interesting brand collaboration strategy that simplifies the brand and creator relationship. The lens covers a person’s face in Halloween makeup, introducing personalization and allowing them to cleanse their face with Green Clean before trying different looks. Through the most visual interaction, users can intuitively understand the efficacy of Green Clean. But for consumers, I hope brands can add product links to the Snapchat event page so that consumers can directly see various ingredients and formulas. In addition, the Halloween makeup provided is relatively single, and several more can be designed for consumers to choose from to make it more interactive and increase the time spent on its website.