Snapchat is announcing a new collaboration with L’Oreal’s Colour Protect haircare range, the #1 haircare range in the UK, now available in a refillable pouch and with a new key ingredient Vitamin Cg.
From 11th-13th of April consumers will be able to visit the pop-up AR-powered beauty vending machine at Westfield Shopping Centre in White City, West London to win a free refill of L’Oreal’s ELVIVE Colour Protect Shampoo.
Using a custom gamified Snapchat Lens, L’Oreal is helping consumers on their journey to a refillable future of better haircare. Consumers will play a game to LOCK IN their colour in order to UNLOCK a free refill, thereby kick-starting their refill journey.
A key objective of the campaign is to drive a behaviour change in a deeply established haircare category. In a category obsessed with ‘what’s new’, L’Oreal wants to celebrate the act of refilling your old shampoo bottle.
With 81% of Snapchatters agreeing that AR can be a fun way to learn about new products and are 1.6x more likely than other app users to use it to invite others to shop with them, this campaign brings together the best of its digital possibilities.
This campaign is supported by a 360-degree brand media activity running from March 26th to April 22nd, across TV, OOH, Digital and Social.
