Based in 2011, social media primary Snap Inc’s multimedia immediate messaging app Snapchat enabled content material to be shared amongst Household and pals, primarytaining seen For Decrease than a restricted time. Right now, Very Similar to completely different social media platforms worldwide, Snapchat supplyed a social commerce space the place magnificence And private care fashions might showcase digital retailer entrances, supply digital try-ons and completely different immersive and digital expertises, And permit clients To buy merchandise immediately by way of the app.
Based mostly on Statista, Snapchat now had round 306 million Daily lively clients worldwide, up 4.4% on the earlier yr, and round 538 million complete lively clients.
Lee Roberts, head of shopper halfnerships Inside The united kingdom at Snap Inc, said Snapchat had definitely superior In current events, notably When it Includes what it might supply magnificence companies.
Digital camera focus – Snapchat connects digital and exact world
“We’ve transferd from being A very worthwhile consciousness car for these halfners, to being recognised as having A very huge magnificence seeker viewers on our platform that basically have completely different behaviours on Snap than elsethe place, which has acquired fashions very excited. We’ve transferd from being that consciousness channel to being a channel Which will drive gross sales,” Roberts informed CosmeticsDesign-Europe.
And within all of this, he said one system had Discover your self to be central: the camera.
“Where We’re today is about connecting digital expertise with The exact world. The camera has transferd from the system for nice to a system to create, converse and spend time To find content material And look at out merchandise.”
From a demographics Perspective, he said this was particularly fascinating when Taking A look at Gen Z and Millennials – a “magnificence seekers” group that have been using Snapchat “at scale” And will be thought-about “camera natives”.
Beauty fashions Want to fulfill consumers ‘in entrance of the camera’
“What’s distinctive about this group Is that they’ve grown up with the camera Inside their palms,” Roberts said. “The camera is their digital mirror. On Snapchat, they’re using that digital mirror over 30 events a day. And what’s important, and what we’ve tried To maneuver magnificence fashions Collectively with, is They Want to fulfill magnificence seekers the place They’re – and that’s in entrance of the camera.”
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