Snapchat and e.l.f Cosmetics has launched the first-ever Bitmoji Beauty Drop to showcase the beauty brand products for a limited time.

Bitmoji Drops are exclusive digital fashion or beauty items that users of the social media app can access for their Bitmoji.

As a result, Snapchatters can try on 11 shades of O FACE Satin Lipstick alongside their Bitmoji look-alikes with the help of a Bitmoji Lens, which also leads them directly to the Drop with one single tap.

e.l.f Cosmetics’ O FACE Satin Lipstick Bitmoji adverts will appear in between Bitmoji Stories, which has 60 million subscribers.

Additionally, e.l.f. Cosmetics will be prominently featured on Snapchat through First Lens and First Story.

“Beauty is an expression of individuality, and we’ve loved partnering with e.l.f. Cosmetics to bring this exclusive Beauty Drop for Snapchatters to personalise their Bitmoji to reflect their unique style,” Snapchat Global Head of Fashion and Beauty Rajni Jacques said.

“We know that 74% of Snapchatters style their Bitmoji in the same brands they wear in real life, and we’re excited to continue creating new ways for our community to express themselves through Bitmoji with the brands and products they love.”

e.l.f Beauty VP of Integrated Marketing Communications Patrick O’Keefe added: “We love force multiplying with Snap and together we have achieved many ‘eyes.lips.firsts.’ This Bitmoji drop is another first, and we know the Snap community is going to love expressing their (s)e.l.f. – which is at the core of who we are.

“As a brand that values self-expression, we recognise Bitmojis as a personal extension of style and personalities, and we’re thrilled to be the inaugural beauty brand offering one of our coveted holy grails in their virtual closet.”

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Aampe

Aampe’s tech turns an apps marketing messaging into a personalized experience through agentic AI that tracks and adapts to each users individual responses, clicks, and subsequent actions in response to each message they receive. Marketers can then collect the insights gained about users within a simple dashboard to understand individual user preferences, behaviors, and motivations. It automates content creation, experimental design, and conversion tracking, to boost user engagement and conversion rates, while reducing the time and effort required to manage traditional rules-based systems.

“AI dramatically alters how we build software, making the older rules engine generation of software increasingly obsolete,” said Aampe Co-founder and CEO, Paul Meinshausen. “Marketers have been forced to define rigid paths for their users that ignore their individuality and diversity. Generic segmentation leads to frustration, reduced engagement, and slower growth. Aampe has created a way for CRM AI agents to iteratively learn user preferences and then adapt and respond to those preferences optimally, unlocking the benefits that better customer experience provides.”

With its latest funding, Aampe has now raised a total of $9.3m since its founding in 2020. It currently serves over 50m users each month. Customers include IntelyCare, PayU, Swiggy, and Zalora.

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Snapchatters and Bitmoji users will be able to choose from nine curated outfits, featuring references to SpongeBob SquarePants, Rugrats, Garfield, and Teenage Mutant Ninja Turtles, which can all be customised further.

Users will see their chosen Nickelodeon designs across Snapchat and Bitmoji, including in chat and games, on Snap Map, in lenses, and in personalised content like Bitmoji Stories.

“This partnership combines two brands that embody positivity, humour and fun at the heart of everything they do, and we’re excited to launch a collection that caters to our Gen Z and millennial audiences who grew up with these nostalgic characters – and that are still very much loved to this day,” said John Imah, Head of Games & Entertainment Partnerships at Snap Inc.

The collaboration with Nickelodeon builds on similar partnerships Snapchat has entered into in the past half-year or so, including with Ralph Lauren and Levi’s.

In August, Snap launched its ‘Mix and Match’ Bitmoji feature alongside Ralph Lauren. And it followed this up in December by bringing denim to Bitmoji via Levi’s. In both instances, physical versions of the looks available in-app were made available through the brands’ websites and select retail stores.

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The body-tracking AR lens, created in partnership with OmniGov at Manning Gottlieb OMD, enables Snapchatters to locate and educate themselves on key organs within the body, while encouraging them to discuss organ donation with their loved ones.

The AR lens, the first of its kind, is aimed particularly at audiences aged 16 to 20 and features infographics to engage these users.

“Working with Snapchat to utilise this new body scanning technology, is a really exciting opportunity for us. We are constantly looking for new ways to raise awareness and get people talking about organ donation,” said Holly Mason, Deputy Head of Organ Donation Marketing at NHS Blood and Transplant.

“By educating younger generations on the importance of organ donation, we know they can lead the way for the future. Our research tells us that young people have the ability to become real changemakers, challenging and inspiring change within their wider family. We hope that the lens encourages and motivates people to have a discussion with their loved ones about organ donation and together we can save more lives.”

Snapchatters can access the experience via either the associated Snapcode or by clicking on the campaign icon in the lens carousel. Once activated, the user will be told to flip the camera and point the phone at a loved one to access the body scanning technology and begin the experience. Snapchat will then identify organs that can be donated – including heart, lungs, eyes, kidneys, liver, pancreas, and small intestine – and the user can select specific organs to learn more or swipe-up to be taken to the organ donation website.

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Snapchat will begin rolling out the ‘Friend Check Up’ feature, which will notify users that they may wish to clean up their friends list and remove any unwanted people from it. The feature will start rolling out on Android devices over the next few weeks and arrive on iOS devices in the next few months.

In addition, as part of Safer Internet Day, the app has partnered with Connect Safely in the US and ChildNet in the UK on filters that will swipe up to additional safety resources and co-authored a guide to help users understand how to report issues.

Snapchat is also further integrating resources from Crisis Text Line and making it easier for Snapchatters to get in touch with a counsellor. And it has expanded that work to the UK by partnering with Shout 85258, the UK’s only free, confidential 24/7 messaging support service.

Finally, there are Snapchat’s partnerships with The Trevor Project, to better support LGBTQ youth mental health by amplifying resources and integrating access to the organisation’s safe space social networking site, TrevorSpace; and Mind Up|The Goldie Hawn Foundation, which will see a free online parent course be made available to both the Snap and MindUp communities.

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The ‘First Commercial’ solution guarantees UK advertisers the influential first six-second unskippable ad spot on Snapchat’s suite of shows. O2 and eBay were among the first brands to utilise the ad format as part of their respective Christmas and Black Friday campaigns.

“At Snapchat we are continually building out our suite of video tools to support our advertisers who want to meaningfully engage with Gen Z,” said Toccara Baker, International Product marketing at Snapchat. “We know from our Beta testing that the attention-grabbing power of First Commercial combined with Snapchat’s unduplicated reach in a brand safe, premium environment has a huge impact on brand awareness.”

Alongside First Commercial, Snapchat has introduced the next generation of its traditional takeover with the arrival of ‘Platform Burst’. This development enables brands to activate multiple Snapchat ad formats into a condensed time period. The app has tested solution with brands across tech, telecommunications, CPG, and entertainment.

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The ‘Positive Disruptor’ video series, hosted by Snap’s International Vice President Claire Valoti, features the likes of Channel 4 CEO Alex Mahon, fashion designer Charli Cohen, the founder of underwear brand Heist Studios, the creator of make-up brand UOMA Beauty, and the founder of fitness brand Gymshark, Ben Francis, who appears in the first episode.

The aim of the series is to inspire marketers and learn from those who have found success by deviating from the norms.

The first episode featuring Francis has launched on Snapchat, LinkedIn, and YouTube. He tells the story of his journey from delivering pizza eight years ago to being in charge of a business now valued at over £1bn, and how Gymshark will continue to grow and transform.

Snapchat will launch episodes once a fortnight on its LinkedIn and YouTube channels, with shorter edits available to view on Discover within the Snapchat app.

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The app’s new Spotlight section puts the ‘spotlight’ on creative videos from users in a stream of publicly submitted posts, which resembles TikTok and Instagram’s rival Reels. Unlike other platforms, Snapchat’s feature doesn’t allow for comments or the ability to remix other people’s posts. Videos within Spotlight also appear without a name or profile handle, unless the video creator has a public profile.

Snapchat is hoping to reel in creators with the opportunity to earn a share of $1m every day until at least the end of the year. Creators with the highest total number of unique video views each day will be in the mix for a share of the money. Snap ensures that it will monitor for fraud.

Spotlight is now available in the US, UK, Canada, Australia, New Zealand, Ireland, Norway, Sweden, Denmark, Germany, and France, with more countries added ‘soon’.

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Snapchatters are able to ‘try-on’ six pairs of sneakers from the collection in AR and see how Dior’s latest footwear will look on their feet. If the user is happy with the look, and willing to be the premium price, they can do so via the Dior brand profile and on Dior.com.

“Dior is an incredibly innovative partner. They are one of the very first Maisons to have embraced the utility of augmented reality while entertaining their customers,” said Geoffrey Perez, Head of Luxury at Snapchat. “The acceleration of the digitalisation has changed the way people consume and interact with products and Dior has fully and rapidly adapted to the new normal. Augmented reality and try-on are shaping the user experience and the future of social commerce.”

The B27 campaign is the latest in Snapchat’s partnership with Dior. It follows last year’s partnership around Dior’s collaboration with Rimowa.

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The feature, called ‘Sounds’, gives Snapchatters the ability to add music – either pre- or post-capture – to their Snaps from a range of emerging and established artists. For now, the feature is only available to iOS users around the world.

When a user receives a Snap that has made use of the Sounds feature, they can swipe up to view the album art, song title, and name of the artist. There’s also a ‘Play This Song’ link that lets the user listen to the full song through Spotify, Apple Music, or SoundCloud.

Sounds was launched with an exclusive track from Justin Bieber and Benny Blanco, titled ‘Lonely’, ahead of its general release earlier today.

Snapchat has also begun testing the ability for Snapchatters to create their own sounds for the feature and says it will roll this out globally ‘in the coming months’.

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