NYX BEAUTY BESTIE
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Project: Subtropic Studios collaborated with Snapchat’s in-house creative studio, Arcadia, to conceptualize and design a lens experience built for and inspired by the makeup community.
Role: I created a UI system that was easily navigatable and allowed the AR elements to shine. Within Snapchat, Beauty Bestie was its own hub that greeted the user and even suggested new NYX-inspired looks and products to try on first open. To add more youthful flare, we created illustrated stickers that brightened up the experience with cute affirmations.
Users were served human-crafted makeup looks that can be virtually tried-on in an instance. Users would have the ability to save looks and even shop for products related to that makeup look. Over time, user’s personal taste and preferences were recorded influencing what products and makeup styles were served to them. Future plans include using A.I. to customize looks even further, and featuring Lens in physical store locations.
Results: 238.8M total campaign impressions. 46s organic lens playtime. Based on 54 million total unique NYX Beauty Bestie users, 600K were 20-day users. $3.54 sales lift (offline ROAs) with $8.2M sales lift (incremental sales).
Open your Snapchat and play with the lens here
Visit the NYX product page here
Read the press articles: The Verge | Adweek | WWD
Awards: The Drum (Gold in Innovation) | Shorty Awards (Gold in Beauty)