Snapchat Launches First Virtual Makeup Drop: Expanding Bitmoji Functionality and its Implications

Sairam Muralidharan
3 min readDec 6, 2023
Snapchat Virtual Makeup

Overview

Social media platforms are increasingly integrating Augmented Reality (AR) into their platforms, making digital interactions more engaging and immersive. Snapchat, one of the pioneers in this space, has taken this a step further. Snapchat has recently announced its first-ever virtual makeup drop under the banner of “Bitmoji Beauty,” which will allow users to try on makeup virtually.

Key Takeaways

  • Snapchat’s Bitmoji Beauty comes as a part of an ongoing effort to keep its users engaged and invested in the platform by continually offering them new ways to personalise their virtual personas.
  • The ability to try on makeup virtually isn’t a novel concept; many beauty brands are already taking advantage of this trend. However, Snapchat’s launch is noteworthy because of its extensive reach, with 500 million monthly active users worldwide.
  • This new feature is expected to boost engagement on the platform and provide tremendous opportunities for advertisers, specifically those in the beauty industry.

Insights

Snapchat’s Bitmoji Beauty leverages the ubiquity of AR, a technology that’s continually evolving and becoming an essential part of our virtual interactions. Furthermore, the virtual makeup drop comes amidst growing demand for virtual makeup try-on experiences. This not only feeds into the ongoing trend of personalisation, but it also reinforces Snapchat’s commitment to evolving in tandem with technological advancements and user preferences.

This development presents an especially unique advantage for beauty brands. It not only provides a unique marketing opportunity, but it also allows these brands to break away from traditional and often inefficient methods of product sampling.

What is it For Marketers, Brands, and Content Creators

  1. Engagement: This new feature will likely increase user engagement on the Snapchat platform, which could result in higher visibility for brands and advertisers.
  2. Boost sales: By enabling users to try on makeup virtually, beauty brands can encourage product trial and potentially boost sales.
  3. Data Insight: Accessible data on user preferences gained from this feature could help brands refine their product offerings and increase their appeal to specific target markets.
  4. Audience Reach: Snapchat’s wide user base provides an extensive audience for marketers and content creators.

Conclusion

  • Snapchat’s recent update is a testimony to the growing influence of AR in enhancing user experience and adding another dimension to self-expression and customization.
  • It’s a wake-up call for all brands and marketers to recognize the enormous opportunities that lie in the overlap of social media and AR technology. Doing so can extend their reach, increase user engagement, get insightful data about their customers and ultimately, have a competitive edge in the market.
  • For users, this makes for a more engaging, more personalized platform which will likely keep them coming back for more.

Stay tuned for more such exciting updates from the world of social media and AR technology. Be sure to hit that “follow” button to never miss an update.

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Sairam Muralidharan
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Digital marketer | obessed with Marketing and Tech!