For Lancôme, Snapchat Is Better at User Engagement than Making Sales - eMarketer
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eMarketer Interview

For Lancôme, Snapchat Is Better at User Engagement than Making Sales

Preview from eMarketer PRO

An interview with

Brian Chang

Vice President, Omni Media, L’Oréal Luxe

Topics: MarketingSocial Media

Interview summary

Snapchat’s three primary ad products—Snap ads (video ads), sponsored lenses and sponsored geofilters—allow brands to engage with the platform’s predominantly millennial audience. But are users ready for ad experiences that push them through the purchase funnel? Brian Chang, vice president of omni media at L’Oréal Luxe, spoke with eMarketer’s Tricia Carr about the results of a beta test with Snapchat and L’Oréal-owned Lancôme that included an ecommerce component.

Interview

eMarketer: Why was advertising on Snapchat a fit for the launch of Lancôme’s Juicy Shaker lip gloss?

Brian Chang: This was the brand’s first foray into Snapchat. Once we started planning for Juicy Shaker, Snapchat was the first platform we thought of as a point of distribution and reach among the millennial audience.